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Promotional Message: Example & Overview

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  • 0:00 What Is Promotion?
  • 0:33 Objectives of Promotion
  • 1:07 Types of Promotional Messages
  • 2:38 Channels for…
  • 3:34 Lesson Summary
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Lesson Transcript
Instructor: Jennifer Francis

Jennifer has a Masters Degree in Business Administration and pursuing a Doctoral degree. She has 14 years of experience as a classroom teacher, and several years in both retail and manufacturing.

This lesson outlines promotion as a function of marketing and highlights how it may be used to create competitive advantage by effectively communicating with the market. When you are through, there is a short quiz to test your understanding.

What Is Promotion?

Promotion includes all the vehicles used in getting the attention of customers to make them aware of a brand, a product, or a company. Its main purposes are generating sales and developing customer loyalty. Promotional messages are designed to inform, persuade, or remind.

Promotion is one of the four Ps of the marketing mix: product, place, price, and promotion. It is also one of the seven functions of marketing, the other six being pricing, product/service management, financing, selling, distribution, and marketing information management.

Objectives of Promotion

Promotional messages have five main objectives:

  • To give information
  • To increase demand for a particular brand or product
  • To differentiate the brand or the company from its competitors
  • To highlight the value or benefits of the product
  • To increase and stabilize sales

When organizations are making decisions about promotional messaging, the objectives need to be stated clearly and should be measurable. Promotional messages must support the overall goals of the organization and focus on its strategies for successfully competing in the given market.

Types of Promotional Messages

There are four main ways promotional messages are presented to the market.

The first is advertising, which is mass communication through the media. Examples of such media include television, radio, and newspapers. Advertising can also be done using the Internet and social media.

The second type of promotion is public relations. This is free promotion through the media; organizations that are involved in philanthropy use those activities to highlight their companies and their products. For example, when the local shoe store sends a representative to the television station to publicize the free shoes it gives to the local homeless shelter, the representative uses the opportunity to pitch the company and its products. Public relations is the least expensive form of promotion.

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