Promotion/Integrated Marketing/Communication Mix

Promotion is a function of marketing mix and is a technique used in creating awareness on the company’s product as well as the company itself.

ELEMENTS OF PROMOTION

ADVERTISING

This is any paid form of non-personal presentation of ideas (goods or services) by an identified sponsor.

QUALITIES OF ADVERTISING/ACTIVITIES INVOLVED IN DEVELOPMENT OF AN ADVERTISING PLAN

  1. Public presentation – advertising is public in nature because many people receive the same message and sellers know that motives for purchasing products will be publicly understood by the target population.
  2. Pervasiveness – this permits the seller to repeat the message to many times. It allows the buyer to receive and compare the messages of various competitors. It also indicates the seller’s size, power and success.
  3. Amplified expressiveness/dramatise -this provides the opportunities for dramatizing company and its products through artful use of print, sound and colour.
  4. Impersonality – the audience does not feel obliged to pay attention or respond to the advertisement .it is usually a monologue in front of the audience i.e. a one way communication.



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