Promotional strategies

Promotion = communication - informing and persuading

 

Tactical promotion	Makes use of any or all elements of the promotional mix to achieve short-term objectives, usually on a product-by-product basis.
Strategical promotion	The planning, implementation an control of objectives and essential policies and methods for achieving goals relating to the communication of desired messages to target audiences.

Characterised by:

• A long-term perspective
• An integral and supportive relationship with other elements of the marketing mix
• Cohesion and integration
• An overall concern with positioning
• Concerns for the needs of all relevant members of the chain
• Synergy