Section outline

  • Promotion

    The aim of promotion is to:

    • increase awareness
    • create interest
    • provide information
    • stimulate demand to generate sales
    • differentiate the product or create brand loyalty
    • Reinforce the brand
    Promotion informs consumers about each of the basic elements of the market mix, product(What is it? What can it do?), price (How much will it cost?), place (Where can I buy it?). 

    Promotional Strategies

    A business will plan and implement a promotional strategy to inform their intended target market of the product or service. The strategy may include methods like advertising, sales promotions, sponsorships, public relations campaigns, point-of-sales displays etc. They may use a wide variety of media from TV, radio, social media, newspapers, magazines etc.

    Promotional mix

    Task: Research at least two of the methods above that your business uses to promote its brand or products. For each method:

    1. Describe how the method is used.
    2. What are the benefits of using this promotional method? What are the costs or drawbacks?
    3. Find examples of how your business uses these methods and describe them. 
    4. Who is this promotion aimed at? Who is the intended audience?
    5. What is the intended purpose of this promotional activity for the business (increase awareness, create interest, provide information etc.)?
    6. In your opinion, is the promotional method used effective? Explain why or why not. Justify your answers