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The Role of Promotion in Marketing - Research Paper Example

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The Role of Promotion in Marketing

In the recent years, Starbucks has shifted its attention from brand advertising to product advertising. Starbucks used to advertise in an effective manner its coffee shops (Ries, 2011). The words used to advertise Starbucks coffee shops were “Starbucks Coffee”; however, the company has created a new logo and this has changed the old perceptions and created new ones concerning the company. The company is undergoing a considerable change and it is moving away from just being a coffee company to a beverage and food company (iMedia News Bureau, 2011). The social media is one place that Starbucks has ventured into extensively; in Twitter and Facebook, the company has 705,000 and 5,428,000 followers respectively (Noff, 2010). The Jamaican Blue Mountain Coffee is not an exception; the company is using the internet extensively to advertise its brand. Apart from getting the coffee from the stores, the customer can purchase the product online (Hamilton, 2006) through the many online advertisements such as (, 2011). The Most Appropriate Promotion Mix for Each Product Advertising as a promotional mix tool is appropriate for both companies. Majority of the organizations (both large and small) that depend on marketing to develop consumer interest, make constant use of advertising to assist them in meeting their marketing objectives. The task entails frequent development of advertising campaigns which involve a number of decisions for creating, evaluating, planning, and delivering an advertising effort (KnowThis, 2011). For both companies, advertising as indicated earlier on, has proved to be a beneficial tool in marketing their products and attracting customers. Direct sales entail oral communication with potential buyer. This promotion mix tool is not appropriate for both companies since it focus is only on creating a relationship with the buyer. The method is costly and there are many hidden costs. It is also not suitable if many important buyers (thousands) are to be reached (tutor2u, n.d.); this is because these companies are international and they target many consumers. Sales promotion is an important element of promotional mix that can be used effectively by both companies to promote their products. Special offers are an example of sales promotion (Webber, 2005). Sales promotion is an element utilized in the accomplishment of the five promotional objectives such as building the product awareness, creating interest, offering information, stimulating demand, and reinforcing the brand (KnowThis, 2011). Both companies want to achieve these objectives in order to increase their consumer base and promote their products. Publicity entails the communication of a brand, business or product by putting information about it in media without undergoing the costs and the space associated with the media. The message concerning the business, the brand, or the product come from a third party such as the newspaper and magazine. It is the cheapest means to reach majority of the customers. Both companies can use publicity in an effective to reach its consumers. Since it is a cheap means, it will reduce the costs for promoting the product, the business, or the brand (tutor2u, n.d.). Use of Social Media Marketing By Each Company The social media has become a common meeting place for both the consumers and companies. Majority of the companies have developed ...Show more


The Role of Promotion in Marketing Forms of Advertisements Used By Starbucks and Jamaican Blue Mountain Coffee Brands Advertisement used by Starbucks and Jamaican Blue Mountain coffee brands include the internet and the press. Since the launch of Starbucks back in 1982, it has used the US mail order catalogue and music CDs to make it popular among the people…
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The Role of Promotion in Marketing essay example
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