Currie Journal of Knowledge
What is Promotion
How to cite: Di Muro, F. (2021). What is Promotion. Cascade Journal of Knowledge, volume 2 (3), 8:21. https://doi.org/10.46290/cjok000016
Abstract: One of the most basic issues in Fundamentals of Marketing involves determining what is promotion. This presentation provides a definition of promotion, identifies the three goals of promotion and discusses what stages of the product life cycle these goals are typically featured in.
Keywords: Promotion, Informing, Persuading, Reminding, Product Life Cycle

Learning outcomes:

Transcribed copy of screencast

Hello everyone. In this module I’m going to talk about what promotion is. The learning objectives for this module are to understand the definition of promotion, to identify and understand the three goals of promotion and to identify and understand what stage of the product lifecycle these goals are typically featured in.

Here is a good working definition for promotion. Promotion is telling people about your product or service. Here is a formal definition of promotion. Promotion refers to communication by marketers that informs, persuades and reminds potential buyers of a product in order to influence an opinion or elicit a response.

Now that we have talked about what promotion is, let’s talk about the three goals of promotion. The three goals of promotion are to inform, to persuade, or to remind.

Informative ads will tell you about what the new product or service is, how to use it, why you might need it, where to find it, and so on. They’re typically used in the introduction stage of the product life cycle, because consumers don’t know very much about the product at this time and informative ads will allow consumers to learn about the product. An example of an informative ad is an ad for the iPhone 12. This ad will tell you what is new about this phone relative to prior versions, and where you can get it.

 

Persuasive ads focus on how the company’s product is somehow different or somehow better than the competition’s product. Persuasive ads are typically used in the growth stage and the maturity stages of the product lifecycle, because competition has emerged by this time, and companies are trying to get customers to buy the company’s product. An example of a company that runs persuasive ads is Tide. Tide runs ads where they claim that Tide lasts two times longer than the leading detergent.

Reminder ads will typically reinforce previous knowledge about the product. They will try to keep the products name in consumers’ minds; these ads may even assure consumers that they have made the right choice. Reminder ads are typically used in the maturity stage of the product lifecycle, so that consumers don’t forget about the product and they keep using it. Dial soap runs reminder ads. Dial soap tries to reassure consumers that they have made the right choice by running ads with the tagline “aren’t you glad you use dial? Don’t you wish everyone did?”

So that’s the module. Thank you very much.

The University of Winnipeg
F.DiMuro@uwinnipeg.ca

Fabrizio Di Muro is an Associate Professor at The University of Winnipeg.

References:

Crane, F. G., Kerin, R. A., Hartley, S. W. and Rudelius, W. (2017). Marketing, 10th Canadian Edition. Toronto: McGraw-Hill Ryerson.

Lamb, C.W., Hair Jr., J.F. and McDaniel, C. (2008). Marketing, 9th Edition. Mason, OH: Thomson South-Western.

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