The strategic role of promotion

To support the other elements of the strategic marketing mix and the buying process.

 

Target markets	To identify and access target buyers.
Product	To communicate and enhance positioning; to communicate product attributes and benefits.
Price	To communicate pricing strategies and potentially to reduce buyer price sensitivity.
Distribution	To support the effect of channel members, to communicate availability to buyers, to motivate the channel; to build synergy (push-pull).
Buyer behaviour	To motivate through supporting the buyer behaviour process (needs identification, information gathering, evaluation of alternatives, purchase decision, post purchase behaviour); to stimulate action (sales promotion).
Customer loyalty	To reduce cognitive dissonance, to reward loyalty (sales promotion), to build and maintain long-term relationships (relationship marketing).