The purpose of promotion is to reach the desired consumers and persuade them to act. A c a well-designed product offering, with a price and distribution system appropriate to its target market. But if unable to reach that market, then all its efforts will have been in vain.
Promotion is responsible for awakening and stimulating consumer demand for the product. Promotion, in its broadest marketing sense, encompasses all selling activities—advertising, personal selling, sales promotion and public relations.
Promotion and Product
Integrated marketing communications can significantly increase efficiency and reduce promotional costs. Moreover, promotion is one crucial component of the mix that enables a companies to send the same message worldwide using relevant, engaging, and cost-effective techniques.
While promotion enables global brands to engage in uniform marketing practices and promote a consistent brand and image, marketers also face the challenge of responding to differences in consumer response to marketing mix elements.
