Advertising and Promotions
What is Marketing?
There are many definitions used to describe marketing. One of the most commonly accepted definitions today, comes from the American Marketing Association:
‘Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives”.
In other words, it is a total system of interacting activities designed to plan, price, promote and distribute products to present and potential customers.
This definition tells us that marketing and analysing that market:
1. Involves a wide range of activities
2. Is directed at a wide range of both ideas and products
3. Stresses the importance of satisfying exchanges, that is, something in return
4. Not limited to the activities of just businesses
At the core of these activities is the most important question all businesses should continually ask – “What do customers want to buy – now and in the future?” as well as “What are they buying now?”.
This is what marketing is all about – finding out what customers want and then trying to satisfy those needs.
PROMOTIONS
Promotions are commonly based on the following principles:
1. High Credibility
News or features seem more credible than an advertisement. If an article is written about a new product being introduced, this is a more credible way for someone to learn about that product than to learn through an advertisement.
1. Catching People Off Guard.
People who might avoid advertisements or other sales approaches, will often read an article or listen to a news item about a product or service.
2. Dramatising Products or Services.
Special, extraordinary events can be attached to product launches as a way of dramatising the product. Someone might be provided with the product to use on a round the world trip...this dramatises how the product could be used.
Learn more through our Advertising and PR Course
[08/09/2008 00:23:13]
