Informing -
Informative promotion seeks to convert an existing need into a want or to stimulate interest in a new product. It is generally more prevalent during the early stages of the product life cycle.
Persuading -
Persuasive promotion is designed to stimulate a purchase or an action. Persuasion typically becomes the main promotion goal when the product enters the growth stage of its life cycle. By this time, the target market should have general product awareness and
some knowledge of how the product can fulfill its wants. Therefore, the promotional task switches from informing consumers about the product category to persuading them to buy the company's brand rather than that of the competitor.
Reminding -
Reminder promotion is used to keep the product and brand name in the public's mind. This type of promotion prevails during the maturity stage of the life cycle. It assumes that the target market has already been persuaded of the merits of the good
or service. Its purpose is simply to trigger a memory. Colgate toothpaste and other consumer products often use reminder promotion.
Connecting -
Indeed, some companies, such as Starbucks, have their own social networks that allow customers to share ideas, information, and feedback. By facilitating this exchange of information through a transparent process, brands are increasingly connecting with their customers in hopes they become brand advocates that promote the brand through their
own social networks. Tools for connection include social networks, social games, social publishing tools, as well as social commerce.
-The marketing function that evaluates public attitudes, identifies areas within the organization
the public may be interested in,
and executes a program of action to earn public understanding and
acceptance.
*Often try to generate favorable publicity- public information a bout a company,
product, service or issue appearing in the mass media as a news item.
Ex: Public relations helps an organization communicate with its customers, suppliers, stockholders, government officials, employees, and the community in which it operates. Marketers use public relations not only to maintain a positive image but also to educate the public about the company's goals and objectives, introduce new products, and help support the sales effort.
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