"Marketing Promotion: Key Strategies"

Debjit Bisai (2340013) & Ansh Kamboj (2340008)

What Is a Promotion Strategy?
In marketing, promotion refers to any type of marketing
communication used to inform target audiences of the relative
merits of a product, service, brand, or issue, most of the time
persuasive in nature. It helps marketers to create a distinctive place
in customers’ minds, it can be either a cognitive or emotional
route. The aim of promotion is to increase brand awareness, create
interest, generate sales, or create brand loyalty. It is one of the
basic elements of the market mix, which includes the four Ps, i.e.,
product, price, place, and promotion.

The AIDA Model Hierarchy

The steps involved in an AIDA model are:
•Attention: The first step in marketing or advertising is to consider how to
attract the attention of consumers.
•Interest: Once the consumer is aware that the product or service exists, the
business must work on increasing the potential customer’s interest level.
For example, Disney boosts interest in upcoming tours by announcing stars
who will be performing on the tours.
•Desire: After the consumer is interested in the product or service, then the
goal is to make consumers desire it, moving their mindset from “I like it” to “I
want it.”
For example, if the Disney stars for the upcoming tour communicate to the
target audience about how great the show is going to be, the audience is more
likely to want to go.
•Action: The ultimate goal is to drive the receiver of the marketing campaign to
initiate action and purchase the product or service.
Therefore, the AIDA model says that Awareness leads to Interest, which
leads to Desire, and finally, Action.
•Advertising: Any paid form of presenting ideas, goods, or services by an identified sponsor. Historically, advertising messages have been tailored
to a group and employ mass media such as radio, television, newspaper, and magazines. Advertising may also target individuals according to
their profile characteristics or behavior; examples are the weekly ads mailed by supermarkets to local residents or online banner ads targeted to
individuals based on the sites they visit or their Internet search terms.
•Public relations (PR): The purpose of public relations is to create goodwill between an organization (or the things it promotes) and the “public” or
target segments it is trying to reach. This happens through unpaid or earned promotional opportunities: articles, press and media coverage,
winning awards, giving presentations at conferences and events, and otherwise getting favorable attention through vehicles not paid for by the
sponsor. Although organizations earn rather than pay for the PR attention they receive, they may spend significant resources on the activities,
events, and people who generate this attention.
•Personal selling: Personal selling uses people to develop relationships with target audiences for the purpose of selling products and services.
Personal selling puts an emphasis on face-to-face interaction, understanding the customer’s needs, and demonstrating how the product or
service provides value.
•Sales promotion: Sales promotions are marketing activities that aim to temporarily boost sales of a product or service by adding to the basic
value offered, such as “buy one get one free” offers to consumers or “buy twelve cases and get a 10 percent discount” to wholesalers, retailers,
or distributors.
•Direct marketing: This method aims to sell products or services directly to consumers rather than going through retailer. Catalogs, telemarketing,
mailed brochures, or promotional materials and television home shopping channels are all common traditional direct marketing tools. Email and
The objectives of promotion are as under:
(i) To provide information to prospective customers about the availability, features
and uses of products.
(ii) To stimulate demand by creating awareness and interest among customers,
(iii) To differentiate a product from competitive products by creating brand loyalty,
(iv) To stabilize sales by highlighting the utility of the product.
The promotion has often been the target of criticism. Some opine that “promotion
contributes nothing to society”, and for some others “promotion forces consumers to
buy products they cannot afford and do not need”, and so on. It may be true that
promotion can certainly be criticized on many of its aggressive and compelling
factors. But it should also be recognized that it plays a crucial role in modern society,
particularly in business, economic and social spheres of influence.
The steps in creating a promotion
strategy:
Target audience
Market analysis
identification

Choosing
Setting clear
promotional tools
objectives
and channels

Budget allocation
Highlight key metrics for assessing
promotion effectiveness:
• ROI
• Conversion rates
• Brand awareness
Thank You
By:- Ansh Kamboj
Debjit Bisai