The more consistent the branding, the more likely the customer will remember the brand. Branding is a part of all aspects of a product - from its packaging to its website. BrandingД«randing is a central theme in promotions, and key to positioning a product. Positioning will also take competitors into account, and will give the company an opportunity to set itself apart from other similar products. To position a business successfully, the company must meet or exceed all expectations and look good in the eyes of the consumer. Positioning is the process of defining an image for the company, or developing the 'brand.' Positioning is key to this process, but all aspects of the marketing mix help define the brand. So the overall approach must consider each media method and ensure they all work together to promote the brand. A funny television commercial and a somber radio ad won't work together and would be a terrible way to define a brand. If multiple methods are used, it is essential all methods work together to give a single message. Once the marketer has decided on the method of promotion, he must decide which approach to take. This involves knowing the stages each consumer goes through when deciding to purchase a product, and designing a promotion that will capture the attention of the customer. Ok, you have targeted your general audience, and then what do you do? The marketer must guide the consumer through the buying process. But if the target is well defined, it gives the marketer a better chance at reaching the customer. Think about that! What a waste of a promotion. Normal response rates are less than 1 percent for a general mass mailing promotion. The better the target, the better the response. For example, a product geared towards elderly women shouldn't be promoted on Twitter, since elderly women are not big users of the site. The marketer doesn't want to choose a promotional avenue if their target audience doesn't use that method. This is why segmentation is so important. There are new media channels, such as online choices, which add to the choices a company has to choose from. With the addition of streaming television and digital recorders, consumers can skip commercials or fast-forward through them.Д«ecause of this, companies are finding newer ways to promote their businesses. Now we have hundreds of channels, all of which sell advertising. Remember, a television ad buy is different now than it was 20 years ago. Interested in learning more? Why not take an online Marketing course?ДIGITAL MARKETING вЂ“ The Internet is here to stay!Д®very one of these promotional avenues has intense competition, so it is imperative the marketer choose their promotional avenue carefully. Market research will be able to ascertain all of this information for the team. During the promotion process, the marketing team will decide which segments to target, and why. The process goes through the following steps:Д«y dividing consumers into segments, the marketer is better able to meet consumer needs, and increase positive response. This process is called the marketing mix. The strategy will define the consumer, the best way to reach them, and what the message should be. The first step for the marketer is to develop a marketing communications strategy. Smaller businesses, with fewer resources, might use direct selling until they have a larger budget for advertising. Large companies might choose to do a national campaign, especially if the brand is already familiar to the consumer. Research is done that details market research, segmentation, and budget. Promotion is when a business decides which forms of communication it wants to use in their marketing plan. Once the plan has been developed, a budget is set for the promotional campaign. Using research on segments of the target audience, a marketing plan is written. The marketer must choose which is the best form of promotion for the target audience, so he or she will develop a marketing plan.ДЄ business must have a marketing plan in order to produce, communicate, and sell products and services. Promotion is a combination of all forms of communication to the customer, including advertising and public relations. A marketer uses the four P's - product, price, place, and promotion - to communicate with the consumer. Marketing is the bridge between the product and the customer.

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