Promotion is a Type of Communication Between Buyer and Seller.
Its goal is to make people aware of a product, service or company. Promotion is also used in branding, to establish a business or product in the marketplace, develop and maintain a certain image: hopefully a positive image and not a negative one. This is why it’s important to know what you are doing in promotions and communications.
Promotional Communication is the process of transmitting the information regarding the products / services and the company to that company’s target market. The purpose of this communication is to create a positive attitude in the potential customer’s perception and convince them to purchase the company’s products and not the competitors’.
The purchasing decision process follows these stages:
- The cognitive stage – “Learn about the product / company”
- The affective stage – “Feel. What is the accurate target audience perception of the product/company”
- The behavioral stage – “Do”
Marketing communication includes all the messages, media, and activities used by an organization to communicate with the market and help persuade target audiences to accept its messages and take action accordingly.
Integrated marketing communication (IMC) is the the process of coordinating all this activity across different communication methods. Note that a central theme of this definition is persuasion: persuading people to believe something, to desire something, and/or to do something. Effective marketing communication is goal directed, and it is aligned with an organization’s marketing strategy. It aims to deliver a particular message to a specific audience with a targeted purpose of altering perceptions and/or behavior. IMC makes this marketing activity more efficient and effective because it relies on multiple communication methods and customer touch points to deliver a consistent message in more ways and in more compelling ways.
Promotional Communications Includes the following tools and methods:
- Images – photography, video, graphics
- Various advertising tools such as direct mail, social media, print, radio, digital, internet
- Content Writing – for websites, social media, adverting design, print collateral
- Marketing Strategy – market research of target audience, demographics, analysis of goal,
All of the above tools are used to implement the marketing goal or strategy and achieve the desired results or company image: Branding. Promotional Communications is IMC but to a greater degree because Redstone Promotional Communications handles every aspect of marketing from images to final product.