The assignment it is a marketing subject and it a research Paper

The assignment it is a marketing subject and it a - Research Paper Example This research study holds importance since promotion is a common tool utilized by all real world companies. Promotion strategy is also a kind of competency which can be acquired by a firm. The importance of this study lies in analyzing wide arrays of theoretical frameworks related to promotion. Research objectives have been stated below- According to Easwaran, marketing can be defined as an approach that enables direct flow of services or products from manufacturers to end customers. It helps to satisfy customer requirements, involved in exchange process. There are wide set of activities included within the approach of marketing. Marketing mix comprises of four basic elements – product, price, place and promotion. Additional elements in marketing mix are physical evidence, process and people. Hence promotion is one of the significant elements of marketing mix. Any service or product always needs the support of effective promotion scheme. Planning is required before promoting brand through advertisement campaigns, leaflet distribution, etc. There are other decisions which are focused on along with planning promotional activities like determining objectives, selecting target group, outlining promotion budget, distribution, new product launch, etc. Promotion is a medium of spreading awareness about a brandâ€⠄¢s offerings. There are three major purpose of promotion – presenting information to target customers, differentiating a product and increasing market demand. Promotional plan is solely responsible for wide array of outcomes such as brand equity building, increase in sales, positioning, and acceptance of new product, corporate image development and competitive retaliations (Easwaran 112). As per Arens, promotion can be stated as a variable to communicate brand message to target audience and eventually change their behavior or attitude. Market share and sales percentage can only be increased when appropriate promotional strategy