The Essentials of Contemporary Marketing by Willan Mo;

Author:Willan, Mo;
Language: eng
Format: epub
Publisher: Bloomsbury Publishing Plc

CHAPTER TWELVE

The Promotion Mix

The fourth element of the marketing mix is Promotion. Once the firm has produced its products, set its prices and determined channels of distribution, it should now focus on creating persuasive communications to its target audiences in order to create awareness and subsequent demand for its products. Without this awareness, consumers will not know of the ­existence of the firm’s products and hence will not buy. Promotions or marketing communications refers to the exchange of marketing information between an organization and its publics. Publics include the following:

• Customers

• Shareholders

• Employees

• The government

• The local community in which the organization operates

• Trade unions

• Pressure groups

• The media

The Communication Process

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