Explain the goals of promotion. The fundamental goals of promotion are to induce, modify, or reinforce behavior by informing, persuading, and reminding. Informative promotion explains a good's or service's purpose and benefits. Promotion that informs the consumer is typically used to increase demand for a general product category or to introduce a new good or service. Persuasive promotion is designed to stimulate a purchase or an action. Promotion that persuades the consumer to buy is essential during the growth stage of the product life cycle, when competition becomes fierce.
Reminder promotion is used to keep the product and brand name in the public's mind. Promotions that remind are generally used during the maturity stage of the product life cycle.
1. Why might a marketing manager choose to promote his or her product using persuasion? Give some current examples of persuasive promotion.
2. Choose a partner from class and go together to interview the owners or managers of several small businesses in your city. Ask them what their promotional objectives are and why. Are they trying to inform, persuade, or remind customers to do business with them?
Also determine whether they believe they have an awareness problem or whether they need to persuade customers to come to them instead of to competitors. Ask them to list the characteristics of their primary market, the strengths and weaknesses of their direct competitors, and how they are positioning their store to compete. Prepare a report to present in class summarizing your findings.