TABLE OF CONTENTS The third P of the marketing mix is presentation (or promotion). After all that has been reviewed to date, there is a prime ongoing need to tell people actual and potential customers, and others about the product and the organization that offers it. Telling is a somewhat inadequate description: actually a variety of communications and techniques are involved, each directed in different ways at different target audiences with a variety, and scale, of objectives in mind. While many different types and styles of communication are involved here, the overall intention is that these should be orchestrated into a total communications strategy to execute the most effective and cost-effective promotion.
The goal here is, first, to comment on the basis of all promotional activity, which is the way people buy and how they make buying decisions. Promotional and sales communication needs to reflect how this happens. Beyond that readers will see what the various techniques within the promotional mix are, how they each fulfil their separate individual roles and how they work together to create a total promotional strategy.
In addition, these techniques advertising, sales promotion, public relations and more are linked to the role of personal selling, the customer-service aspects of business and the building of long-term relationships and customer loyalty. Something of the blend of creative and practical...
