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Feb 20, 2024

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Marketing Mix 4Ps: Promotion The 4Ps of Marketing Mix (product, price, place, and promotion) are key elements that must be considered and implemented by organizations looking to market a product or service. Promotions refers to an organization’s ability to communicated to their customers that they (the customers) need the product or service, through means such as advertising, public relations, etc. Personal Selling Personal selling, often referred to as face-to-face selling, occurs when an individual (the seller) attempts to convince another (the customer) in purchasing a product. Businesses who utilize personal selling have the benefits of increased flexibility, minimizing wasted efforts such as those related to advertising, and the benefits associated with direct customer contact such as the ability to collect payments. Techniques for personal selling include sales presentations, demonstrations, field selling, and door-to-door selling. According to Adesoga, personal selling can be considered one of the fundamental elements of marketing mix, specifically promotion, noting that “a non-digital design element or marketing process with which consumers are personally persuaded to buy goods and services” (Adesoga, 2016, p.105). However, personal selling is not without its own detriments. Issues related to turnover and high costs can negatively impact businesses utilizing personal selling. Advertising Although many people use the words advertising and promotion interchangeably, however, they are different tools used by organization to reach their customers. Advertisement can be seen as a unidirectional lane of communication to inform potential customers of products or services offered, whereas promotion involves additional information about the products, services, or the brand itself. Although advertising and promotion exist as two unique processes, when used together successfully, they can provide a plethora of benefits to an organization. Benefits include assisting with branding by establishing one’s position within the respective market and also build upon existing segments. Proper advertising and promotion can increase customer loyalty to a particular brand, while simultaneously batting competition. A literature review performed by Lovato et al., on the effects of tobacco advertisement and promotion on increasing adolescent smoking behaviors found that nearly 95% of studies indicated nonsmoking adolescents were more likely to experimented with cigarettes or go on to become smokers when exposed to higher rates of tobacco advertising (Lovato et al., 2011). Although this is a less than favorable outcome in terms of health impacts, it shows the potential that advertising, and promotion have when used together. Public relations While promotion and public relations can be seen as two separate entities with different goals, much like with advertising, when used together correctly, can provide positive results to an organization. When public relations activity is being completed, such as creating general knowledge of product amongst a community, it is safe to assume that the respective promotion of the product is going to more successful. When done correctly, public relations can help an
organization’s marketing mix by developing and/o furthering brand trust and loyalty, which will then create demand for any product being promoted. Cheng cites examples of how Hollywood movies use the combination of public relations and promotions are used successfully together, with public relations bringing awareness to the public to create interest for a movie, through various means such as film festivals, and then promote the film through trailers, social media campaigns, etc. (Cheng, 2014). Sales promotion Sales promotions, defined as “a marketing strategy in which a business uses a temporary campaign or offer to increase interest or demand in its product or service” (Kelwig, 2021), can be utilized by organizations to increase short-term sales and/or revenue and provide a variety of benefits to their customers. There is a plethora of sale promotion types which include product bundles or flash sales, free trials or products, coupons, and subscriptions. (Kelwig, 2021), Kennedy provides eight total benefits of sales promotion which include the likes of the creation of different ion, communication opportunities such as word of mouth, focused marketing approaches, and greater revenue (Kennedy, 2015). Joseph et al. (2020) agrees that promotions do lead to increased sales revenues, but argues several negative affects of sales promotions, which include negative impact to brand equity despite short-term monetary gains, being a less than desirable way to build brand equity, and potential impacts to the price sensitives of the consumers (Joseph et al., 2020). Conclusion The elements of the marketing mix (product, price, place, and promotion) can be used alongside other business methods and techniques to enhance a brand. There are obvious benefits such as those that exist with sales promotion but other detriments, such as the high turnover rate associated with personal selling, may be less than obvious. However, when used correctly along advertising and public relations, promotion can provide organizations numerous benefits. References Adesoga, A. (2016). Examination of the relevance of personal selling in marketing activities: A descriptive method.   Journal of accounting and management ,   6 (2), 103-116. Cheng, T. (2014). Public relations and promotion in film: How it’s done and why it’s important. Joseph, J., Sivakumaran, B., & Mathew, S. (2020). Does loyalty matter? Impact of brand loyalty and sales promotion on brand equity.   Journal of Promotion Management ,   26 (4), 524-543. Kelwig, D. (2021). “Sales promotion: Definition, examples, ideas, and types.” Retrieved from https://www.zendesk.com/blog/sales-promotion/ Kennedy, J. (2015). “ 8 Benefits of Sales Promotion .” Retrieved from https://www.mando.co.uk/8- creations-of-sales-promotions/ Lovato, C., Watts, A., & Stead, L. F. (2011). Impact of tobacco advertising and promotion on increasing adolescent smoking behaviours.   Cochrane database of systematic reviews , (10).
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