Cravens & Piercy (2006, p 339) highlights the purpose of promotion in the marketing programme is “to achieve the company’s communications objectives with each audience”.
The above statement is clear about the communication function. The implication of this is that promotion is the channel through which company/product/brand messages are communicated to the target audience.
Still, promotion is concerned with making sure that customers become aware of the products that the organisation makes available to customers. More precisely, the objectives of any promotional strategy or rather, communications strategy (since the central idea behind it, is to communicate) will be drawn from an appropriate combination of the following; to:
Figure 10.1: An ad that informs prospective customers of the benefit of this 3M product: that the scotch tape is good (i.e. strong) enough for even Spiderman to depend on!
The above statement is clear about the communication function. The implication of this is that promotion is the channel through which company/product/brand messages are communicated to the target audience.
Still, promotion is concerned with making sure that customers become aware of the products that the organisation makes available to customers. More precisely, the objectives of any promotional strategy or rather, communications strategy (since the central idea behind it, is to communicate) will be drawn from an appropriate combination of the following; to:
- Inform and educate the target market;
- Persuade customers to consider the company’s offerings;
- Grow sales;
- Maintain or expand market share;
- Develop and enhance brand recognition;
- Reinforce customers that the company’s brands are still good value;
- Create a favourable climate for future sales;
- Produce a competitive advantage, in relation to competitors’ product portfolio or market position; and
- Improve promotional efficiency and effectiveness.
Figure 10.1: An ad that informs prospective customers of the benefit of this 3M product: that the scotch tape is good (i.e. strong) enough for even Spiderman to depend on!
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