What is promotional marketing?

Promotional marketing is the term used to describe the various means of communicating with customers and prospective customers. It is a key element of the marketing mix, designed to raise awareness of a company and its products or services and, ultimately, to increase sales.

The aim of promotional marketing is to inform, persuade and influence. It is hoped that by delivering the right kind of information in a persuasive manner a decision to make a purchase will be made. This is commonly referred to as AIDA – Attention, Interest, Desire, and Action.   

Before being able to arrive at the correct promotional marketing mix, agreement has to be reached as to the message and the audience. Only then can the most cost-effective media be selected to convey that particular message. Usually a range of methods are used but in order to be most productive it is essential that they form part of an integrated campaign.

If this is not the case there is a risk that the consumer becomes confused by receiving mixed messages. If, however, all the individual elements work in harmony within a well constructed strategy, a synergistic benefit can be achieved with the total effect far outweighing the sum of the various individual ones.

One of the key elements of promotional marketing is the use of promotional products.These have been proven to be highly effective as a stand-alone advertising medium, yet significantly better results are achieved when they are used in conjunction with above-the-line advertising media such as television and print.