Traditionally, Promotion Strategy has been concerned to identify a mix of the marketing communication tools used to support a particular campaign and to label this a ‘strategic’ Marketing Communications or promotion is a complex activity due to difference in audience because of difference in characteristics.
This means different messages and media mixes are required to reach them. There are basically two core marketing communication strategies:
Pull Strategy:
Messages are created so as to generate increased level of awareness,, change and/or reinforce attitudes, reduce risk, encourage involvement, develop an emotional attachment, and ultimately influence customer behaviour. The final goal is that target customers demand access to a product. It is known as Pull strategy because it encourages customers to demand access to a product. They pull products through the distributive channel.
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The communication is meant for customers who go to shop and enquire about a particular product to buy it.
Push Strategy:
Push strategies are directed at channel members who buy products, add some value and move it through distribution channel. Thus, push strategies of communication are about influencing channel members in several ways encouraging dealers to stock and allocate resources to support the manufacturer’s brand, helping channel members to become fully aware of the key attributes and benefits associated with each product line so that they can add the appropriate Value, Maintaining and developing relationship between the two organisations.
Personal Selling is one important tool to reach people involved in organisational buying decisions.
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Advertising is as old as the need for manufacturers’ to differentiate their products or services from that of competitors. Thus, history of advertising is the history of brand building.