Talk:Promotion (marketing)

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Thoughts[edit]

promotional blend and the priorities of :3254444 advertising, sales promotion, public relations, and sales force as appropriate.


There is a link at the bottom of the page, some hXXp://www.msnpromosyon.com/ which is in a foreign language (Turkish?) and seems likely to be strictly self promotion. I do find irony in removing it from a page about product promotion, but it would be for the good of the site.

Merge with Integrated Marketing Communications?[edit]

Promotion is another term used to describe marketing communications. Wikipedia currently has four different articles that address the same issues, namely

In addition, to these, there are a number of other articles that cover narrower aspects of this topic:

This level of repeating articles with slightly broader focus or slightly narrower focus has become something of a pattern on Wikipedia. When there are so many marketing articles of sub-standard quality it is very difficult to understand why editors want to start new articles often of similar poor standard. Why not set about trying to improve articles that already exist rather than rush to create new topics???

In relation to the current article, I would like to make the following comments:

This article is fair (and certainly better than the two articles on marketing communications), but somewhat perfunctory in its coverage of the main themes.

I question the promotion mix mentioned in this article which is confined to just five activities: "personal selling, advertising, sales promotion, direct marketing" - which are mentioned but not defined or discussed. In my view there are more than five elements in the promotion mix, namely:

  • Advertising
  • Public relations (PR)
  • Personal selling
  • Direct marketing
  • Sponsorship
  • Product placement
  • Sales promotion / merchandising
  • Event marketing
  • Exhibitions/trade shows
  • Other types of promotion

I also question the section entitled "Purpose" which lists three purposes, namely to:

  • To present information to consumers and others;
  • To increase demand;
  • To differentiate a product

Firstly, I would prefer to see these called "aims or objectives" rather than "purpose". Secondly, I believe that the aims of promotion are much broader than these. Other objectives that could be considered:

  • De-marketing (reducing demand for unhealthy goods or services e.g. quit smoking, eat less sugar)
  • Encourage pro-social behaviours (e.g drive safely, don't litter)
  • Educate customers - especially for new products or services
  • Establish category need (for innovative products)
  • Remind customers / encourage loyalty
  • Encourage brand-citizenship behaviours (e.g. encourage existing customers to make referrals or positive wom recommendations)
  • Manage a crisis (e.g. product recalls, public service announcements, respond to negative publicity)
  • Manage corporate image

Kotler has a bit to say about promotional objectives. Rossiter and Percy's Advertising and Promotion Management, would be another useful source for thinking about promotional objectives.

I believe that this article could form the nucleus of a combined piece that incorporates the best of Marketing communications and Integrated marketing communications - but which should probably be relabelled Integrated Marketing Communictions (IMC). BronHiggs (talk) 00:56, 7 December 2016 (UTC)

Confusing! and Overlap[edit]

This article has confused types of promotion (advertising, public relations, sales promotion, personal selling, etc) with types of advertising media (news, mags, TV, radio etc). This is a fundamental error and the mistake means that more than three quarters of the article's length is redundant. It also means that most of the article overlaps with at least article Advertising management. Even if this article's framework was rectified to focus on types of promotion, rather than media, it has the potential to overlap with many articles as outlined below.

Promotion is also known as Marketing communications or Integrated marketing communications and since all communications should be integrated, I am proposing that this article be merged with integrated marketing communications.

At present, the current article overlaps with the following main articles:

as well as a plethora of smaller articles devoted to specific types of promotion, including, but not confined to:

and that's not to mention the proliferation of articles on digital media of which there are literally scores on Wikipedia. This level of overlap is excessive, and is causing lots of problems particularly internal repetitions and contradictions. It appears that many articles on Wikipedia have their own idiosyncratic understanding of the concepts of promotion and advertising and that there is little agreement between them. For the main part, these articles are not using standard definitions as used in the marketing literature. The result is that much of the material on marketing is at brest, confused and at worst, misleading.

These marketing pages need to be consolidated through mergers and deletions as a matter of some urgency. BronHiggs (talk) 18:57, 13 January 2017 (UTC)