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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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Week 4 Discussion on Marketing Mix- Promotion
Introduction
Whereas promotion is one of the four Ps of marketing, it is difficult to determine where the
promotional mix starts and ends every campaign. Since most organizations are customers
oriented, firms adopt integrated marketing communication (IMC) to reach numerous customers
and prospective customers in real-time at any location. Lang et al. (2022) explain that a series of
drastic changes over time in media and medium of communication, customer perceptions, and
the marketplace has significantly impacted the method of promotion adopted by firms.
Promotions, an integral aspect of the Marketing Mix, are relevant in all the various phases
of the product life cycle. The promotional tools are used differently by different organizations.
Messages must communicate appropriately to the target audience.
Considering communicating in the diversified nature of the marketplace involves using
one or a combination of these tools: advertising, sponsorship, sales promotion, or public
relations/ publicity. Moreso, the widespread customer base, global nature of the marketplace, and
the numerous media and communication/ messaging methods have become more complex. As
the dynamics, product, place, and prices change for every unique product or service rendered in
the marketplace by any company changes, the promotional tools also change.
Types of Promotional Tools
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There are various promotional tools available for managers to communicate their
organization and its products/ services. Depending on the scenario, management could use these
promotional tools to advance their overall marketing mix plans and performance. These tools
include:
Advertising
Advertising refers to any form of communication paid for by a company to reach out to the
public about its organization's offerings. During recessions, companies cut their cost of
advertising, and the COVID -19 pandemic era is not an exception. Nikbin et al. (2021) reiterate
that the marketplace becomes less congested during recessions, and customers pay more
attention to messages. Howbeit, during low seasons, the ads dollar cost per exposure as the cost
of ads reduces while the impact of the ads is higher on the audience. Managers need to ensure
that the return on investment and the impact of the ads trigger a corresponding volume of sales
for a competitive edge over their competitors.
Sponsorship
The sponsoring of events and programs by organizations and companies helps put the
firm's name on that event and helps send a series of messages to the external public and its
customers. A typical example is the Travelers sponsored golf championship locally here in
Cromwell, Connecticut, which brings in lots of fans and professional golfers and helps market
and publicize the Insurance giants- Travelers. It also helps to maintain the good name of the
sponsors with solid media coverage and publicity.
Sales promotion:
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Sales promotion can come in different forms. With the increased online participation of
customers, omnichannel promotions must align with the customer's platform used at any point,
place, or time. The promotional offers must be easily accessible from any platform from any
place, no matter the region or time. The ability of customers to access promotional items with
any device helps reassure the consumers of the efficiency and effectiveness of the company and
loyalty by all standards. Blom et al. (2021) confirm the importance of the omnichannel
promotion aligned with the customer's needs as there are at the place of purchase. Monetary,
samples, coupons, and other gift offerings must be available for consumers when promoting on
omnichannel platforms, in real-time, and at the place and point of purchase.
Publicity
The company does not usually pay for publicity. However, it goes a long way to help the
promotional campaigns of the organizations as it comes from independent publishers and media
as informational news items. Quan et al. (2018) contend that most organizations gain free
publicity through relationships with writers/ journalists. However, the additional advantages and
benefits of publicity include media counseling, event planning, writing, and editing items, and
independent reviews. Most importantly it serves as a feedback channel for the organization.
With customers' increased use of online platforms due to the restrictions triggered by the
COVID-19 pandemic, online marketing communications have significantly changed.
Konhausner and Seidentopf (2021) expose that media expansion that involves qualitative
messages content using specific channels and channel expansion where the richness of
information disseminated per each medium is essential for the success of every promotional
campaign. With the sophistication and increased participation and use of online by customers,
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companies can benefit more from social media to reach out to the target and ultimate customers
with unfiltered messages.
Conclusion
Nikbin et al. (2021) recommended that managers stay on course during pandemics with
their Marketing Mix plans. In terms of the firms' promotional mix response to disruptions in the
marketplace, the following actions are recommended:
(a) Offer price discounts, coupons, sample products, and bonuses.
(b) Invest in online and social media mediums to deliver unfiltered messages to customers,
(c) Improve ads and content and increase sales promotion and publicity.
These promotional activities must emphasize the perceived value that the products/ or services
gives to the customer or other prospects. The use of celebrities to rebrand, remind, and reinforce
the customers' purchase decisions is essential for the success of the company's promotional
campaign.
Biblical Interpretation
The biblical interpretation and relevance of communication and messaging are expressed
in Luke1:28 "And the angel came unto her and said, Hail, thou art highly favored, the Lord is
with thee, blessed art thou among women." This communication approach is used when firms
introduce new and upgraded products. Moreover, Lk1:13 explains that" But the angel said unto
him, Fear not Zacharias for thy prayers is heard…" this emphasizes the need for every method of
communication to have a feedback loop for follow-up. In this case, the child that Zacharias begot
(John the Baptist) announced the coming/ birth of Jesus. Hence, when managers are planning
communication and messages to their customers, a loop for a feedback network must be
established and put in use to the organization's advantage.
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References
Blom, A., Lange, F. and Hess, R.L. (2021), "Omnichannel promotions and their effect on
customer satisfaction", European Journal of Marketing, Vol. 55 No. 13, pp. 177-201. https://doi-
org.ezproxy.liberty.edu/10.1108/EJM-12-2018-0866
Konhäusner, P., & Seidentopf, R. (2021). Digital Marketing Effects of Clubhouse on
Crowdfunding in the Context of COVID-19. Journal of Risk and Financial Management, 14(8),
347. http://dx.doi.org/10.3390/jrfm14080347
KAPPA Books Publishers, LLC. (2019). The Holy Bible: King James version
Le Dang Lang, Weng Marc Lim, Francisco Guzmán, How does promotion mix affect brand
equity? Insights from a mixed-methods study of low involvement products, Journal of Business
Research, Volume 141, 2022, Pages 175-190, ISSN 0148-2963,
https://doi.org/10.1016/j.jbusres.2021.12.028.
(https://www.sciencedirect.com/science/article/pii/S0148296321009425)
Nikbin, D., Iranmanesh, M., Ghobakhloo, M., & Foroughi, B. (2021). Marketing mix strategies
during and after COVID-19 pandemic and recession: A systematic review. Asia-Pacific Journal
of Business Administration, ahead-of-print(ahead-of-print)https://doi.org/10.1108/APJBA-06-
2021-0243
Quan Xie, Marlene S. Neill & Erin Schauster (2018) Paid, Earned, Shared and Owned Media
From the Perspective of Advertising and Public Relations Agencies: Comparing China and the
United States, International Journal of Strategic Communication, 12:2, 160-
179, DOI: 10.1080/1553118X.2018.1426002
