THE PROMOTION VARIABLE: DEFINITION

Marketing, advertising, and promotion are regularly confused. The following succinct
definition should clarify matters. Advertising is actually a promotional tool, whereas
promotion is a variable in the marketing mix. The marketing mix is one part of the
overall marketing model.

Promotion is first and foremost a communications tool, an instrument for transmitting the
official corporate message and image to the four markets of the cultural enterprise.
Companies have direct control over corporate communications and can decide how to
manage their image and the content of their message. Of course, other variables within
the marketing mix can also reflect the company’s image, and, in the cultural milieu, the
critics also send a message to its different potential markets.

Cultural enterprises project an image to the general public as well as to other markets.
Their image derives from consumer perceptions based on others’ opinions, critics’
reviews, experience, promotional campaigns, and so on. Although companies may not
be able to control the consumer’s perception based on messages received from other
variables in the marketing mix, they can nonetheless influence public perception. In fact,
pricing policy, choice of distributors, and promotional technique used can create or
modify image. A high price level usually reflects a prestigious image, as in the case of a
concert in a famous hall. Conversely, a concert advertised in the daily newspaper with a
low ticket price reflects a more popular image.

Promotion is also a tool of change, enabling a firm to modify consumers' perceptions,

attitudes, knowledge, and awareness. Therefore, promotion can educate the consumer
about a product to varying degrees. It can also adjust consumer attitudes by turning
indifference into desire or transforming negative perceptions into positive ones.

In other words, the function of promotion is to inform, persuade, and educate existing
and potential customers.

Example: Photography: An Important Promotional Tool

Photography is of the utmost importance in theatre and dance. A theatre should have
an excellent relationship with a photographer who specializes in theatrical work. Images
of exceptional quality have a better chance of being reproduced in nationwide
publications.
A promotional shot must be set up in such as way that it “looks like theatre.” A theatrical
photograph should feature theatrical lighting, set, costumes and make-up so that it is
easily distinguishable from a photograph that is static and not theatrical-looking. This
photograph will be instrumental in creating a branding image for the company. We look
for a photograph that represents our organization (theatrical, edgy, contemporary,
intriguing, etc.) and then use the image in our season ticket ad campaign, banners
around town, on the side of our theatre, on the side of buses and so forth. This image
will become an identifiable icon for the entire season.
 Source: Tad Janes, Producing Artistic Director, Maryland Ensemble Theatre, USA

Promotion is one of the four elements of marketing mix (product, price, promotion,
distribution). It is the communication link between sellers and buyers for the purpose of
influencing, informing, or persuading a potential buyer's purchasing decision.[1]

The following are two types of Promotion:

 Above the line promotion: Promotion in the media (e.g. TV, radio, newspapers, Internet,
Mobile Phones, and, historically, illustrated songs) in which the advertiser pays an
advertising agency to place the ad
 Below the line promotion: All other promotion. Much of this is intended to be subtle
enough for the consumer to be unaware that promotion is taking place. E.g. sponsorship,
product placement, endorsements, sales promotion, merchandising, direct mail, personal
selling, public relations, trade shows

The specification of five elements creates a promotional mix or promotional plan. These
elements are personal selling, advertising, sales promotion, direct marketing, and publicity.[2] A
promotional mix specifies how much attention to pay to each of the five subcategories, and how
much money to budget for each. A promotional plan can have a wide range of objectives,
including: sales increases, new product acceptance, creation of brand equity, positioning,
competitive retaliations, or creation of a corporate image. Fundamentally, however there are
three basic objectives of promotion. These are: 1.) To present information to consumers as well
as others 2.)To increase demand 3.)To differentiate a product.[3]

There are different ways to promote a product in different areas of media. Promoters use internet
advertisement, special events, endorsements, and newspapers to advertise their product. Many
times with the purchase of a product there is an incentive like discounts, free items, or a contest.
This is to increase the sales of a given product.

The term "promotion" is usually an "in" expression used internally by the marketing company,
but not normally to the public or the market - phrases like "special offer" are more common. An
example of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi
Stuff. The UK version of My Coke Rewards is Coke Zone

There are seven main aspects of a promotional mix.[1] These are:

 Advertising - Presentation and Mitchell Vocal promotion of ideas, goods, or services by

an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail,
brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages,
banner ads, and emails. (Not Always Paid For)
 Personal selling - A process of helping and persuading one or more prospects to
purchase a good or service or to act on any idea through the use of an oral presentation.
 Examples: Sales presentations, Ria Cortez sales meetings, sales training and incentive
programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face
or via telephone.
 Sales promotions - Media and non-media marketing communication are employed for a
pre-determined, limited time to increase consumer demand, stimulate market demand or
improve product availability. Examples: Coupons, sweepstakes, contests, product
samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and
exhibitions.
 Public relations - Paid intimate stimulation of supply for a product, service, or business
unit by planting significant news about it or a favorable presentation of it in the media.
Examples: Newspaper and magazine articles/reports, TVs and radio presentations,
charitable contributions, speeches, issue advertising, and seminars.
 Corporate image - The Image of an organization is a crucial point Roan Camero in
marketing. If the reputation of a company is bad, consumers are less willing to buy a
product from this company as they would have been, if the company had a good image.
 Direct Marketing is often listed as a the fifth part of the marketing mix
 Exhibitions - are try-outs. You make your product, and let potential buyers try the
product, this way, you know directly what people see in your product. The downside,
your competitor can see exactly what you are doing.

.[2][3]

Sponsorship is sometimes added as an eighth aspect