TABLE OF CONTENTS About this chapter
Perhaps the promotional element of the marketing mix would be better termed communication. Essentially, promotion means any method, or combination of methods, used to communicate with a target audience. The aim is to get the right message to the right target group in a timely and cost-effective fashion.
After reading this chapter, you will understand:
The principal factors affecting successful communication.
Strategic and tactical approaches to promotional activities.
The nature, benefits and limitation of the communications mix.
Development of integrated marketing communications.
Ethical issues relating to promotional activity.
Those with only a passing knowledge of marketing tend to equate marketing with advertising (plus other related techniques). This premise, while wrong, is understandable. Promotional tools and techniques represent the visible element of marketing. In other words, promotion represents what the potential consumer is told, by a provider, about a product offering.
Marketing communication involves answering the following questions: who is the target audience, what should be communicated and how should it be communicated? Communication is a multifaceted process and the overall image projected by a provider is critically important. To this end, a range of promotional techniques can be used - the communications mix. Jobber (2004) views the mix as having six key elements (see Figure 8.1):
Advertising This involves using media channels such as TV, print and cinema. As such media are used to convey a message, idea or product, advertising is a non-personal form of communication, i.e.
