Promotion

Promotions or “marketing communicatins” are events that purposely spread direct impact, it
will gain awareness among people and attract them about something. Viewed from a broader
perspective, promotion plays such an important communication role.
According to Ibojo Bolanle Odunlami And Akinruwa, Temitope Emmanuel (2014) promotion
is now more commonly referred to as “marketing communications”. Promotion represents all
of the communications that a marketer may use in the marketplace. it has four distinct elements:
advertising, public relations, personal selling and sales promotion. A certain amount of
crossover occurs when promotion uses the four principal elements together, which is common
in film promotion. Advertising covers any communication that is paid for, from cinema
commercials, radio and Internet adverts through print media and billboards. Public relations
are where the communication is not directly paid for and includes press releases, sponsorship
deals, exhibitions, conferences, seminars or trade fairs and events.
Kotler and Armstrong (2006) viewed promotion as activities that communicate the benefits of
the product and persuade target customers to buy it. Promotion can be seen as the specific blend
of advertising, sales promotion, public relation and direct marketing tools that the company
uses to pursue its objectives.
David Novak (2011) explained that promotion is one of the strongest weapons in marketing
and product placement services to market. In modern and contemporary society is unthinkable
in the market to function without a well thought out promotion, therefore, no serious player
would dare to no promotional activity - promoting the conquering markets. Also, promotion is
the process of communication between the company and the environment (consumers) in order
to create positive attitudes about products and services that lead to their favor in the process of
buying the market. Communication can be mass and individual, personal and impersonal,
according to which the promotional activity involved in the process of communicating with
certain recipients. He explained further that attitudes towards the promotions of the different
situation where some people think that promotional activities, particularly advertising and
personal selling, create a distorted picture of reality because they supply the consumer only
selected information’s.
From above, it can be summed up that promotio is the combination of marketing tools used in
achieving marketing objectives. It can also be said as the controllable variables under the
manipulative power of certain people used in achieving organizational objectives. And
according to Mazzarol and Soutar (2012), one of the ways is word of mouth referral which is
very powerful especially for international education programs.
Reference
Ibojo Bolanle Odunlami And 2akinruwa, Temitope Emmanuel. (2014). Effect Of Promotion
On Product Awareness (A Case Study Of A Reputable Organization In The Brewery Sub-
Sector Of The Manufacturing Industry) International Journal Of Education And Research Vol.
2 No. 9
Kotler P. & Armstrong G. (2006). Principles of marketing, (11th Ed.) Upper Saddle River:
New Jersey: Prentice-Hall
Tim Mazzarol & Geoffrey N. Soutar. (2012). The ‘Push-Pull’ Factors Influencing International
Student Selection of Education Destination. International Journal of Educational Management
David Novak, B. Sc. (2011). Promotion As Instrument Of Marketing Mix. International
Symposium Engineering Management And Competitiveness 2011 (EMC2011)