10.17 Promotion strategy
Promotion seeks to activate the motivation to purchase the firm's product by conveying information about the desirability of the product. Promotion is thus about communication strategy and the two terms are in practice used interchangeably.
Promotion requires a mix mainly of advertising, sales promotion, personal selling and public relations. The common strategies are shown in Figure 10.5.
Figure 10.5 Promotional strategies
Source: Palmer 1998, p. 272.
Factors which influence the choice of communication strategy are shown in Figure 10.6.
Figure 10.5 Factors influencing choice of communication strategy
We will deal with each of the factors in turn briefly, and follow with the appropriate reading from your textbook.
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