Lesson 24.1: Promotional Campaigns

Introduction

• Topic: Promotion in marketing
• Focus: How marketers design advertisements to achieve promotional goals

Key Concepts

Definition of Promotion

• Promotion: Communication aimed at selling a good, service, or idea.
• Integrated Marketing Communications (IMC): Combines various promotional methods (advertising, public relations, sales promotions, etc.) into a unified approach.
• Promotional Campaign: A coordinated series of promotional efforts to achieve a specific goal.

Types of Promotional Campaigns

1. Product Promotion: Promotes a specific product or service.
2. Institutional Promotion: Focuses on promoting a company and its favorable image.

Promotional Goals

1. Inform: Provide necessary information through ads, brochures, etc.
   • Examples: Product features, events, safety issues.
2. Persuade: Use logic to change beliefs or prompt action.
   • Examples: Rebates, loyalty programs.
3. Remind: Reinforce a message through repeated exposure.
   • Example: Frequent TV commercials.

The AIDA Model

• AIDA: Attention, Interest, Desire, Action
  1. Attention: Engage customers with visually appealing promotions.
  2. Interest: Provide information to build customer interest.
  3. Desire: Encourage customers to interact with the product.
  4. Action: Facilitate easy purchasing.

Promotional Strategies

• Four elements of promotional mix: Personal selling, advertising, sales promotion, public relations.
• Importance of choosing the best mix to maximize return on marketing investment (ROMI).
• Use of metrics to measure promotional success (e.g., website hits, product sales).

Push vs. Pull Promotional Concepts

1. Push Promotional Concept:
   • Direct product promotion to consumers (e.g., trade shows, sales calls).
   • "Push" products through the supply chain.
2. Pull Promotional Concept:
   • Use promotions to attract consumers to seek out the product (e.g., discounts).
   • "Pull" consumers towards the product.

Summary

• Understanding of how promotion works in marketing.
• Differentiation between types of promotions and strategies.
• Application of the AIDA model in marketing strategies.
• The importance of both push and pull strategies in different business situations.

Conclusion

• Importance of a solid promotional strategy for business success.
• Encouragement to apply concepts in practical scenarios.

Additional Resources

• Further reading and sources are available for deeper understanding.