Page 1 of 5

The role of promotion in marketing.

Continues for 4 more pages »
Read full document

The role of promotion in marketing.

  • By
  • April 19, 2004
  • 1467 Words
  • 16898 Views
Page 1 of 5
Promotion is one of the major "tools" used in Marketing. Marketers usually use promotion to communicate and inform the public of their product. Promotion is also however used to influence the marketers target market usually via means of interpellation, promoting their product as better than any other similar products, or by changing the views, awareness, beliefs and feelings of perspective customers.

When the marketer uses interpellation, he will be promoting his product with the help of someone famous for example. When the prospective buyers see this famous person using the product, he or she will hopefully want this product as well, due to the famous person using it.

Marketers also promote their product as the number one product to use, or the best in its class, this method hopefully convinces the customer that he or she in purchasing the best.

Changing the views, awareness, beliefs and feelings of perspective customers is also a very successful method used by marketers. This happens through promoting the product either in a way that it could help the buyer, and those around him, make the buyer feel better after he or she has bought it, or by making the buyer believe that the product is a necessity.

So basically promotion is used to change the location and shape of the demand curve for a companies product, or increase the sales of the promoted product.

As we can see here in figure "A" the shift in the demand curve o the right

When marketers promote their product they try to increase the sales volume at any given price, the marketer is trying to shift the demand curve to the right such as in the figures above. So basically promotion, in simplified terms, is the marketing strategy used to make products look more attractive to the prospective buyers, helping to increase the sales.

Marketers also use promotion to effect the demand elasticity of its product. The elasticity is the responsiveness of demand to a change in price of a certain...