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Research Paper example - The Role of Promotion in Marketing McDonalds Company
Pages 3 (753 words)
The Role of Promotion in Marketing McDonalds Company Promotional strategy is a very important part of an organization’s marketing plan. There are a number of things that have to be considered before a company can come up with an effective promotional strategy…
Extract of sample
This means that an organization would have to choose its target market wisely if it hopes to make maximum profits. It is this same market that plays a significant role on the type of promotional strategy that the company in question decides to adopt. The promotional strategy has to reflect the needs and wants of the target market and segment (Cornstock, Gulati and Liguori, 2010). A promotional mix is a combination of four important aspects of marketing and promotional strategy: personal selling, advertising, sales promotion, public relations and publicity. Personal selling is by far the largest form of promotion in many companies. This promotion requires relevant contact with buyers and potential buyers. Advertising on the other hand involves paid-for presentation and promotion of goods or services. Advertisements create awareness about a product or service (Rayport, 2008). Public relations relates to the manner in which a company uses different activities to create a positive image towards its policies and products and services. Publicity involves the placement of a favorable piece of information that touches on the services, products and policies of a business in the mainstream media. Sales promotions are activities, not related to personal selling, public relations, publicity and advertising, which stimulate sales (Christ, 2008). ...
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