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Section 2

Understanding Promotion

Book Version 3
By Boundless
Boundless Marketing
Marketing
by Boundless
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6 concepts
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Defining Promotion

As a key marketing element, promotion comprises communications tactics used to educate consumers, increase demand, and differentiate brands.

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The Many Goals of Persuasion

Promotional tactics are frequently used by companies to persuade consumers to choose their products over competing brands.

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Identifying Prospects

Organizations must identify prospective customers and understand their needs and wants to improve the odds of making a sale.

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Encouraging Product Trials

Promotional tactics such as free samples and discounts are often used to encourage consumers to participate in product trials.

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Stimulating Demand

For brands to successfully stimulate consumer demand, they must understand consumer needs and motives.

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Reminding and Retaining Customers

Organizations have shifted to using personalized promotional tactics to retain customers and encourage repeat sales.

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