Cheerleaders at a pep rally
Promotion is one of the four aspects of marketing. The other three parts of the marketing mix are product management, pricing, and distribution. Promotion involves disseminating information about a product, product line, brand, or company.
Promotion comprises four subcategories:
- Personal selling
- Sales promotion
- Publicity and public relations
The specification of these four variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.
The publicity for the 40th anniversary of the 1966 NCAA Basketball championship included
- The renaming of a city street
- A tie-in with an autobiography with the same title
- The screening of a film with the same title
- The release of a breakfast cereal box with coordinated materials
- A pep rally on a university campus
- Media coverage
Example 2: Veranda Park
A new residential development, Veranda Park, while under construction in Orlando, Florida, USA was promoted on-site using adverisements on the construction-site fence known as Fence Mesh. A brief look at how the marketing team met the basic marketing objectives:
1. Sales Increases
Prospective customers driving or walking in proximity of the outer perimeter of the new development were made aware of the real estate available for purchase.
2. New Product Acceptance
The public was made aware of the new construction a long time before it was finished. This gave the public a chance to gradually accept the new look of this area of the neighborhood. Rather than looking at piles of dirt and construction equipment, the fence mesh treated the public to a much more thoughtful view.
3. Brand Equity
The fence mesh built brand equity by prominently portraying the development’s name in a pleasing and artistic fashion. Compare this development to one without such a fence advertisement. Prospective buyers are much more likely to remember a development with fence mesh advertising over one which does not.
The fence created an extremely distinct image of the high quality type of development under construction by use of images and text describing the available services and types of real estate.
5. Corporate Image
It would be fair to say that a corporation which cared enough about the appearance of their construction site to design, install and maintain a tasteful and artistic representation of their finished product on such a large scale might be perceived in a positive light.
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