Chapter 13: Promotion
“Promotion is communicating informationbetween the seller and potential buyer or others in the channel to influence attitudesand behavior.” (Essentials of Marketing)
The three basic objectives to promote a product successfully are to inform, persuade, and remind customers. The idea of informing is to provide customers with all the necessary information to explain the product and answer the questions they may have. In persuading them, you are attempting to take customers away from the competitors with similar products and persuading them that your product is “better”. The act of reminding them attempts to show that you have not forgotten about your customers and that their service matters to you. If a company/organization has the right approach to promoting their products and services then their success will reflect upon that. Promoting is extremely important for new companies/organizations and it can really set the direction in which their future goes.