|
|
"Promotion" is a complex work
Max Adams
(ไม่ใช่สมาชิก)
|
เมื่อ » 2023-01-27 16:42:59 (IP : , ,46.253.140.11 ,, )
The “Promotion” element described earlier in the marketing mix is a complex work. In order to get the greatest result, promotion efforts should involve multiple channels of communication, many methods of communication and the simultaneous use of a large number of promotion tools, therefore, when talking about promotion, they imply an integrated approach.
The term "promotion complex" has several synonyms: promotion mix (promotion mix), promotion complex or promotion complex, however, the most accurate and canonical name for what will be discussed below is integrated marketing communications .
In their 1993 book, professors Don Schultz and Stanley Tannenbaum and Robert Lauterborn presented integrated marketing communications as a new holistic view of what was previously understood and perceived separately: advertising, public relations, sales promotion, employee communications, etc. (Schultz and others 1993) . The authors proposed to reconsider communication with consumers and look at it as the consumer sees it - a single flow of information from the same product manufacturer. The authors noted that no matter how multifaceted the promotion for the manufacturer looks, the consumer calls it all “advertising”, which means that the manufacturer should also approach this activity in a complex way.
A complex of marketing communications (complex promotion) is an integrated set of marketing activities aimed at popularizing (promoting) the subject of marketing among the target audience.
Integrated marketing communications or integrated promotion is the planning and execution of all types of advertising and promotion chosen for a brand, service or company in order to achieve a common set of communication goals.
The promotion mix (complex promotion) includes:
Advertising . Advertising in the promotion mix - any paid form of non-personal appeal to the target group of consumers, used for the purpose and promotion of ideas, goods or services, in the form of a message through the media, such as the Internet, television, street advertising structures, radio, advertising on transport . and is used both to inform a given target market and to persuade it, aimed at increasing the use or sale of the company's products or services.
Sales promotion (sales promotion, trade marketing). Marketing promotions are applied everywhere and are used to encourage the purchase of specific products or products of a particular brand at a certain point while the sales promotion is ongoing.
Personal sale (personal sale, direct sale) - the process and fact of exchanging goods for its monetary equivalent, involves interpersonal interaction between the seller and the buyer, during which the parties negotiate the terms of the transaction, find out each other's intentions and agree on the terms of the transaction. Generally speaking, the sales department of the company is just engaged in personal sales. What is direct selling (personal or personal selling)
Direct marketing (direct marketing) is a much more targeted and personalized promotion than advertising and serves more customer satisfaction than personal selling. For years, companies have hired salespeople not only to negotiate that would result in business deals, but also to develop strong relationships with the customers they serve. In today's market, direct marketing has greatly expanded its reach thanks to the Internet and mobile technologies. These ever-expanding and forward-thinking consumer communication channels allow for fine-tuning of messaging, tailoring the conversation to the individual consumer based on personalized marketing messages.
Public relations(public relations, PR). As the name implies, PR involves relationships with members of the public, public and state institutions who are interested in what the company does: potential buyers, suppliers and intermediaries, authorities, journalists and members of the public - those who are considered interested in the company's activities. . PR efforts, such as direct dialogue, information assistance, sponsorship, participation in joint public, social and government projects and programs, community building, etc. - all this is used to form a positive attitude and a correct perception of the company, its activities and its products and services, as well as to obtain approval and promotion of the company's activities
Today, in real practice, only one element of promotion is rarely used. In many cases, the separate use of the means of the marketing communications complex is simply not possible, for example:
conducting a promotion campaign is ineffective without prior advertising;
the use of corporate identity elements is an integral part of advertising, PR campaigns, sponsorship, etc.
PR is not effective without advertising if the goal is to communicate with the general public;
Personal selling without direct marketing is only commodity-money logistics (shipment of goods in exchange for money) and, in a competitive environment, such a simple relationship between a seller and a buyer is not common.
It is also worth mentioning such a type of marketing as email marketing. It is now becoming more and more popular and there are more and more quality tools for this type of marketing. For example, with the help of the getprospect.com/email-finder/email-finder-by-name tool, you can realize email by name search. And then when you have a database of email addresses, you can send your business promotions and advertising to them.
The formation of an effective combination of means of a complex of marketing communications for the successful solution of marketing tasks is one of the most important and at the same time the most difficult tasks. This is due to the fact that both the total volume and the efficiency of spending the company's resources on communications, as well as the effectiveness of marketing in general, depend on its decision, because promotion is an element of the 4P marketing mix, it affects the result of the company's market activity, and hence on the outcome of the entire business.
A complex combination of various promotion methods, using various communication channels and communication techniques leads to a synergistic effect - the various elements of the complex complement each other, enhancing the promotion effect.
|
Kathleen J. Gove
(ไม่ใช่สมาชิก)
|
ข้อความที่ 1 เมื่อ » 2023-01-30 12:40:06 (IP : , ,223.179.149.243 ,, )
I'm in addition encountering this issue. Know don't near anything regarding the inspiration driving why it's strategy. Subway Live IQ Login
|
PepsiCo
(ไม่ใช่สมาชิก)
|
ข้อความที่ 2 เมื่อ » 2023-02-22 12:39:31 (IP : , ,49.36.89.28 ,, )
I appreciate the information and advice you have shared.
My PepsiCo
|
|
|
