promote là gì

From Wikipedia, the miễn phí encyclopedia

Bạn đang xem: promote là gì

In marketing, promotion refers lớn any type of marketing communication used lớn inform target audiences of the relative merits of a product, service, brand or issue, most of the time persuasive in nature. It helps marketers lớn create a distinctive place in customers' mind, it can be either a cognitive or emotional route. The aim of promotion is lớn increase brand awareness, create interest, generate sales or create brand loyalty. It is one of the basic elements of the market mix, which includes the four Ps, i.e., product, price, place, and promotion.[1]

Promotion is also one of the elements in the promotional mix or promotional plan. These are personal selling, advertising, sales promotion, direct marketing, publicity, word of mouth and may also include sự kiện marketing, exhibitions and trade shows.[2] A promotional plan specifies how much attention lớn pay lớn each of the elements in the promotional mix, and what proportion of the budget should be allocated lớn each element.

Promotion covers the methods of communication that a marketer uses lớn provide information about its product. Information can be both verbal and visual.

Etymology and usage[edit]

The term promotion derives from the Old French, promocion meaning lớn "move forward", "push onward" or lớn "advance in rank or position" which in turn, comes from the Latin, promotionem meaning "a moving forward". The word entered the English language in the 14th century.[3]

The use of the term promotion lớn refer lớn "advertising or publicity" is very modern and is first recorded in 1925.[4] It may be a contraction of a related term, sales promotion, which is one element in the larger phối of tools used in marketing communications. The terms, promotion and marketing communications can be used synonymously, but in practice, the latter is more widely used.[5]


There are three objectives of promotion. These are:[6]

  1. To present information lớn consumers and others.
  2. To increase demand.[7]
  3. To differentiate a product.

The purpose of a promotion and thus its promotional plan can have a wide range, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations or creation of a corporate image.[2]

The term 'promotion' tends lớn be used internally by the marketing function. To the public or the market, phrases lượt thích "special offer" are more common. Examples of a fully integrated, long-term, and large-scale promotion are My Coke Rewards in the USA or Coke Zone in the UK and Pepsi Stuff.


There have been different ways lớn promote a product in person or with different truyền thông media. Both person and truyền thông media can be either physically real or virtual/electronic.

In a physical environment[edit]

Xem thêm: get out là gì

Promotions can be held in physical environments at special events such as concerts, festivals, trade shows, and in the field, such as in grocery or department stores. Interactions in the field allow immediate purchases. The purchase of a product can be incentive with discounts (i.e., coupons), miễn phí items, or a sweepstakes prize draw. This method is used lớn increase the sales of a given product.

Interactions between the brand and the customer are performed by a brand ambassador or promotional model who represents the product in physical environments. Brand ambassadors or promotional models are hired by a marketing company, which in turn is booked by the brand lớn represent the product or service. Person-to-person interaction, as opposed lớn media-to-person involvement, establishes connections that add another dimension lớn promotion. Building a community through promoting goods and services can lead lớn brand loyalty.

Traditional media[edit]

Examples of traditional truyền thông media include print truyền thông media such as newspapers and magazines, electronic truyền thông media such as radio and television, and outdoor truyền thông media such as banner or billboard advertisements. Each of these platforms provide ways for brands lớn reach consumers with advertisements.

Digital media[edit]

Digital truyền thông media, which includes Internet, social networking and social truyền thông media sites, is a modern way for brands lớn interact with consumers as it releases news, information and advertising from the technological limits of print and broadcast infrastructures.[8] Digital truyền thông media is currently the most effective way for brands lớn reach their consumers on a daily basis. Over 2.7 billion people are online globally, which is about 40% of the world's population.[9] 67% of all Internet users globally use social truyền thông media.[10]

Mass communication has led lớn modern marketing strategies lớn continue focusing on brand awareness, large distributions and heavy promotions.[8] The fast-paced environment of digital truyền thông media presents new methods for promotion lớn utilize new tools now available through technology. With the rise of technological advances, promotions can be done outside of local contexts and across geographic borders lớn reach a greater number of potential consumers. The goal of a promotion is then lớn reach the most people possible in a time efficient and a cost efficient manner.

Social truyền thông media, as a modern marketing tool, offers opportunities lớn reach larger audiences in an interactive way. These interactions allow for conversation rather than vãn simply educating the customer. Facebook, Snapchat, Instagram, Twitter, Pinterest, Tumblr, as well as alternate audio and truyền thông media sites lượt thích SoundCloud and Mixcloud allow users lớn interact and promote music online with little lớn no cost. You can purchase and buy ad space on social truyền thông media platforms. Additionally, you can buy artificial Likes, Followers, and Clicks on your pages and posts with the use of third parties. As a participatory truyền thông media culture, social truyền thông media platforms or social networking sites are forms of mass communication that, through truyền thông media technologies, allow large amounts of product and distribution of nội dung lớn reach the largest audience possible.[2] However, there are downsides lớn virtual promotions as servers, systems, and websites may crash, fail, or become overloaded with information. You also can stand risk of losing uploaded information and storage and at a use can also be effected by a number of outside variables.

Brands can explore different strategies lớn keep consumers engaged. One popular tool is branded entertainment, or creating some sort of social game for the user. The benefits of such a platform include submersing the user in the brand's nội dung. Users will be more likely lớn absorb and not grow tired of advertisements if they are, for example, embedded in the game as opposed lớn a bothersome pop-up ad.[11]

Personalizing advertisements is another strategy that can work well for brands, as it can increase the likelihood that the brand will be personified by the consumer. Personalization increases click-through intentions when data has been collected about the consumer.[12]

Brands must navigate the line between effectively promoting their nội dung lớn consumers on social truyền thông media and becoming too invasive in consumers' lives. Vivid Internet ads that include devices such as animation might increase a user's initial attention lớn the ad. However, this may be seen as a distraction lớn the user if they are trying lớn absorb a different part of the site such as reading text.[13] Additionally, when brands make the effort of overtly collecting data about their consumers and then personalizing their ads lớn them, the consumer's relationship with the advertisements, following this data collection, is frequently positive. However, when data is covertly collected, consumers can quickly feel lượt thích the company betrayed their trust.[12] It is important for brands lớn utilize personalization in their ads, without making the consumer feel vulnerable or that their privacy has been betrayed.


Sponsorship generally involves supplying resources (such as money) lớn a group or an sự kiện in exchange for advertising or publicity. Company will often help fund athletes, teams, or events in exchange for having their logo prominently visible. This is done through the use of product placement or by placing logos on team uniforms/equipment.[14]

Xem thêm: hedge là gì

See also[edit]


  1. ^ McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach. Homewood, Illinois: Irwin. pp. 769. ISBN 0256025339.
  2. ^ a b Rajagopal (2007). Marketing dynamics theory and practice. New Delhi: New Age International. ISBN 978-81-224-2712-7.
  3. ^ Online Etymology Encyclopedia, <Online: "Promotion | Etymology, origin and meaning of promotion by etymonline". Archived from the original on 2018-01-08. Retrieved 2018-01-07.>
  4. ^ Online Etymology Encyclopedia, <Online: "Promotion | Etymology, origin and meaning of promotion by etymonline". Archived from the original on 2018-01-08. Retrieved 2018-01-07.>
  5. ^ Pickton, D. and Broderick, A. Integrated Marketing Communications, Harlow, Essex, Pearson, 2005, pp 4–5
  6. ^ Boone, Louis; Kurtz, David (1974). Contemporary marketing. Hinsdale, Illinois: Dryden Press. ISBN 978-0-03-088518-1.
  7. ^ instead of spending on miễn phí samples, giving a larger amount lớn a paying customer lớn whom an expiration date matching that of the small size promotes self-medicating Christina Thompson (December 13, 2015). "Philadelphia Lawyer Finds His True Passion In Technology". CBS. Why is the 100-count Advil only 25% more than vãn the 50-count?
  8. ^ a b Mulhern, Frank (2009). "Integrated marketing communications: From truyền thông media channels lớn digital connectivity". Journal of Marketing Communications 15 (2–3): 87.
  9. ^ Hudson, Simon; Huang, Li; Roth, Martin S.; Madden, Thomas J. "The influence of social truyền thông media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing
  10. ^ Hudson, Simon; Roth, Martin S.; Madden, Thomas J.; Hudson, Rupert (2015-04-01). "The effects of social truyền thông media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees". Tourism Management 47: 68–76. doi:10.1016/j.tourman.2014.09.001.
  11. ^ Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15–27.
  12. ^ a b Aguirre, Elizabeth; Mahr, Dominik; Grewal, Dhruv; de Ruyter, Ko; Wetzels, Martin (2015-03-01). "Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-Building Strategies on Online Advertisement Effectiveness". Journal of Retailing 91 (1): 34–49. doi:10.1016/j.jretai.2014.09.005.
  13. ^ Celebi, Serra Inci. "How tự motives affect attitudes and behaviors toward mạng internet advertising and Facebook advertising?". Computers in Human Behavior 51: 312–324. doi:10.1016/j.chb.2015.05.011.
  14. ^ Mariela, Steeve; Portesi, Mariela; Portesi, Mariela (July 2008). "Some entropic extensions of the uncertainty principle". 2008 IEEE International Symposium on Information Theory. IEEE. pp. 1676–1680. doi:10.1109/isit.2008.4595273. ISBN 978-1-4244-2256-2. S2CID 14967814.