Abstract
Globalization has driven a bi-dimensional dynamics in the marketplace of growth with competitive differentiation and customer orientation through effective advertising and communication strategies. Most companies employ massive intellectual and financial resources in creating differentiated products and services, and building brand loyalty through customer-centric advertising. However, in many situations, differentiation needs to be perfectly blended with advertising and communication strategies to gain competitive advantage for companies. Consumers learn about alternatives from advertising, but many consumers do not see advertising for all relevant alternatives. The value of creating differentiated products is ambiguous when awareness of products and their characteristics is the key determinant of consumer behavior.
Promotion strategies are concerned with the planning, implementation, and control of persuasive communication with customers. Promotion includes advertising, personal selling, sales promotion, and publicity of goods and services. Advertising refers to the corporate-sponsored messages transmitted through mass media channels, including electronic and print media, and static communication sources like billboards, wall paintings etc. Personal selling involves strategies of establishing person-to-person business relations with customers. Sales promotion encompasses different techniques that support and complement advertising and personal selling. Publicity includes seeking favorable comments on products or service and/or the firm itself through a write-up or presentation for which the sponsor is not charged. These strategies may be designed around advertising, personal selling, sales promotion, or any combination of functions of these. In context of the above discussion, this chapter addresses issues on promotion-mix, new advertising and communication strategies, organizational structure, and supporting marketing strategies for companies intending to do business in international destinations.
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© 2016 Rajagopal
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Rajagopal (2016). Promotion Strategies. In: Sustainable Growth in Global Markets. Palgrave Macmillan, London. https://doi.org/10.1057/9781137525956_10
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DOI: https://doi.org/10.1057/9781137525956_10
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