 Promotion and Advertising StrategiesMarc Helmold
Chapter 19 in Performance Excellence in Marketing, Sales and Pricing, 2022, pp 199-208 from Springer Abstract: Abstract Promotion is a set of activities with the main aim of persuading the customer to buy a product, service or brand through highlighting the advantages. Advertising is known to be an impersonal promotion that is typically used to draw the attention of customers towards products or service through a selected paid media. It is one of the core elements of the marketing mix, and it is suitable for creating awareness, attracting and inducing customers to initiate a purchase. Discount coupons, value-added services, trial offer, free distribution of samples, offers on festive seasons and rebate are amongst ways how promotion is done. Promotions help the company to increase sales since the goods or services are offered at a low price. Direct marketing, advertising, personal selling and public relations are activities involved in promotions. Advertising is a form of communication that is used to convey a single message to a large population within a short time. The main aim of advertising is to persuade, inform and create awareness of a product or service to a customer. Figure 19.1 shows the different features of promotion and advertising. Date: 2022 There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-10097-0_19 Ordering information: This item can be ordered from DOI: 10.1007/978-3-031-10097-0_19 Access Statistics for this chapter More chapters in Management for Professionals from Springer |
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