Intro to Business › Section L · Distribution and promotion › Topic L.4
Promotion strategy
A good product at a fair price in the right shops can still fail if nobody hears about it. Promotion is how a firm tells, persuades and reminds its market, and promotion strategy is the art of choosing and combining the tools that do it.
In this topic
- Why promotion matters
- The goals of promotion
- Inform, persuade, remind
- The promotional mix
- Comparing the tools
- Push and pull strategies
- The AIDA model
- Worked example: a measured funnel
- Integrated marketing communications
- Worked example: two different mixes
- Common mistakes to avoid
- Key takeaways
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