Companies have raised awareness of their products in the market through sales promotion. There are various promotion methods such as personal sales which is primarily direct communication amongst sellers and prospective clients, mass selling such as advertising and publicity as well as the sales promotion (Linton, par. 1). And publicity where a brand is communicated through a non-personal presentation of ideas, goods, and services. Companies also utilize social media tools like Twitter, Instagram, and Facebook for publicity purposes.
Each promotion method has its advantages, disadvantages, and distinct techniques and expertise to be effective. Therefore, marketing specialist has to sit down and plan, integrate and manage the promotion through integrated marketing communications. This refers to a marketing concept in which different promotion methods are arranged to work together to form a promotion blend. Integrated marketing communication is important as it enable a company to send a consistent and complete message in the different promotion methods (Linton, par. 3). Marketing managers have to choose the best method to use depending on the promotion objectives which could be informing, reminding and persuading.
The basic promotion objectives are to inform persuade and remind customers about goods and services they offer. Consumers have to go through the adoption process to accept new products or services in the market. Therefore, it is the responsibility of the management to inform and persuade consumers to accept such products.
Promotion objectives are achieved through effective communication. The process of communication involves quite some elements such as creation, transmission, reception and interpretation of the message. Managers have to understand each element and how various obstacles can hinder effective communication with the customer.
Linton, Ian. “The Importance Of Integrated Marketing Communications”. Smallbusiness.chron.com. N.p., 2016. Web. Retrieved on 30 Mar. 2016 from http://smallbusiness.chron.com/importance-integrated-marketing-communications-73248.html