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Promotions
Promotion Discussion
School of Business, Liberty University
Author Note
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to
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Promotions
Promotion
The concept of promotion within the marketing mix is one of the essential components of the
identified paradigm. It serves as one of the necessary outlets within the marketing mix of the four
P's to sell materials, products, and services to consumers. Promotion is the mode on which
organizations rely to increase notoriety, create awareness, or publicize their business.
Organizations are faced with continuous challenges to meet the ever-changing consumer
demands and develop a high level of understanding of the consumers' wants and needs within the
markets they operate. Additionally, with so many recent changes globally, there has been an
increase in the physical separation between business and consumers. This scenario allows for an
exponential dynamic change in the quantity and quality of consumers' desired products and
services. As a result, companies now have to look for innovative and fresh ways to promote their
products and advertise them to consumers.
From Personal to Online Selling
With the increase in exploit, the potential of e-commerce, business-to-business (B2B)
companies often expect their sales staff to serve as promoters who nudge customers to shift
purchases to the e-commerce channels (Habel et al., 2021). However, the concept of being a
salesperson is an art not many can reasonably find a niche in as a form of profession. Personal
selling allows individuals to set goals as part of their salesmanship and accomplishment and
helps build a relationship with the clients. Often, it can create return customers for the business
based solely on services rendered by the salesperson. However, promoting e-commerce as an
avenue to buy products from a company instead of online can be a bit of a hard pill to swallow
for many of them. According to Habel et al. (2021), relationally oriented salespeople will be
more likely to refrain from recommending their company's e-commerce channel to customers,
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suggesting a negative effect between a salesperson's relational-selling orientation and e-
commerce promotion.
Without the proper incentives for salespeople to promote e-commerce, companies may not ever
achieve the results they are looking for, moving forward and exploiting the potential that exists
when utilizing these services. A negative approach from the people promoting sales will
ultimately lead to negative results; therefore, companies have an invested interest in outlining
beneficial ways for the people promoting the sales and the organizations.
Advertising Communication Strategy
Similar to a company's mission statement, there is a need to strategize how an advertising
campaign will be communicated to its clients and potential new consumer market and segment.
Without the proper strategy transmitted in the advertisement, companies can spend without a
purpose. The concept of eco-friendly products is now in full effect, mainly in part, due to the
concerns consumers have about the environmental damages caused by-products that are not
considered efficient and provide a small waste footprint. According to Lopes and Viega (2019),
the brand and the proper advertising strategy can influence consumers' attitudes towards their
purchasing intentions. Of course, a price tag is often associated with buying such products, thus
creating a situation in which the branding strategy becomes a key element. It is also possible that
managers could encourage the adoption of eco-efficient products (EPs) by manipulating their
advertising communication strategy (Lopes & Viega, 2019).
Lopes and Viega (2019) argue that part of the advertising strategy in promoting new eco-friendly
devices comes from utilizing an existing product that is already successful, which is referred to
as an extension to the brand. Companies that successfully implement an advertising
communication strategy are due to a cheerful emotional design that is applied. At the same time,
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complementary efforts a made to show the new product is just as good as everything else they
have produced thus far.
Public Relations
Among tourism promotion strategies, public relations is of great importance in attracting tourists
to a particular destination, given that tourists tend to form a destination image based on non-
advertising sources (Kim et al. (2018). Public relations encompass several aspects of promotions
as part of the marketing mix, including publications, events, community relations, and press
relations. The tourist industry is one sector that depends heavily on public relations as they
consistently have to compete with many others within the industry. According to Kim et al.
(2018), The favorable publicity of a promoted destination resulting from public relations efforts
leads to more tourist visits to the destination because it creates positively perceived images of the
goal, reinforcing existing positive ideas or neutralizing negative images. As a result, Kim et al.
(2018) say, public relations can influence consumer decisions because this attribute framing
attracts consumer attention to or refocuses attention on the objects' specific aspects described.
Organizations use public relations to communicate information to potential consumers about the
destinations and help shape their preferences based on the analytical data provided and media
presented to them.
Biblical Integration
The concept of promotion holds an essential role within marketing mix 4Ps as it is the
protagonist in the sale of merchandise through advertising, publicity, etc. It is how the great
commission is presented to the rest of the world in the Word of God. The Holy Bible in Matthew
28:19-20 says, "Therefore go and make disciples of all nations, baptizing them in the name of the
Father and of the Son and the Holy Spirit, and teaching them to obey everything I have
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commanded you. And surely I am with you always, to the very end of the age" (NIV). God
provided the way to communicate the strategy and advertise the Word of God to the rest of the
world.
References
Habel, J., Alavi, S., & Linsenmayer, K. (2021). From personal to online selling: How relational
selling shapes salespeople's promotion of e-commerce channels. Journal of Business
Research, 132, 373-382. https://doi.org/10.1016/j.jbusres.2021.04.036
Kim, J., Jun, J., Park, E. (2018). Investigating public relations as a destination promotion
strategy: The role of multiple dimensions of publicity. Journal of Travel & Tourism Marketing
35, https://doi.org.ezproxy.liberty.edu/10.1080/10548408.2017.1375445
Lopes, E., Viega, R. (2019). Increasing purchasing attention of eco-efficient products: The role
of the advertising communication. Journal of Brand Management, 26, 550-566.
https://doi:10.1057/s41262-019-00150-0
New International Version (NIV), Matthew 28:19-20 (n.d.). Retrieved April 07, 2022,
from https://www.bible.com/bible/111/MAT.28.19.20.NIV
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