Discussion response shane

Feb 12 11:05pm| Last reply Feb 14 11:41am

Reply from Shane Jackson

Discussion Thread: Promotion

Shane Jackson

School of Business, Liberty University

BUSI 745: Marketing for Competitive Advantage

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Shane Jackson

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Shane Jackson

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Discussion Thread: Promotion

Promotion is a fundamental element of the marketing mix, encompassing a variety of strategic activities aimed at shaping consumer perceptions, influencing purchasing behavior, and enhancing brand equity. Traditionally, marketing experts have framed promotion within the context of the 4Ps: product, price, place, and promotion (McCarthy, 1960). In this framework, promotion typically encompasses activities such as advertising, personal selling, public relations, and sales promotions. However, in the digital era, the landscape of promotion has evolved considerably. It has become increasingly data-driven and personalized, allowing companies to target specific consumer segments with enhanced precision.

Recent peer-reviewed literature emphasizes the significance of integrated promotion strategies. These strategies not only prompt immediate consumer reactions but also foster long-term brand loyalty. The transition from a transactional marketing approach to a relational one highlights a movement toward more sustainable promotional methods that prioritize trust-building and value creation (De Pelsmacker et al., 2019). This shift is particularly pertinent in todays digital environment, where consumers are increasingly skeptical of traditional overt persuasion techniques and demand more authentic and transparent interactions from brands.

Digital Advertising and Promotional Effectiveness

In today’s digital landscape, advertising remains one of the most significant promotional tools, particularly on online platforms where consumers are inundated with branded content. However, as noted by De Jans, Cauberghe, and Hudders (2018), the effectiveness of digital advertising increasingly hinges on its credibility, relevance, and the consumer’s trust in the brand. Their research indicates that younger consumers are more inclined to engage with advertisements that resonate with their personal values and identities. Conversely, they tend to reject ads perceived as manipulative or excessively persuasive. This evolution necessitates a reevaluation of promotional strategies, emphasizing authenticity, transparency, and alignment with consumer beliefs.

This trend mirrors the contemporary shift in marketing toward building relationships rather than merely fostering transactional interactions. Brands that connect with consumers on deeper, more personal levels through shared values, meaningful narratives, or socially responsible initiatives are more likely to cultivate stronger emotional bonds and, ultimately, enhanced consumer loyalty (Bendapudi & Leone, 2003). From a theological standpoint, the principles of authenticity and integrity align with biblical teachings, such as those found in Proverbs 12:22: “The Lord detests lying lips, but he delights in people who are trustworthy” (NIV). Thus, marketing strategies should prioritize ethical communication, focusing not only on persuasion but also on nurturing trust and honesty.

Sales Promotion: Short-Term Gains and Long-Term Brand Equity

Sales promotions such as discounts, coupons, and contests are frequently employed to boost short-term consumer behavior. However, an over-reliance on these tactics can undermine long-term brand equity. Buil, de Chernatony, and Martnez (2021) argue that while price promotions can generate immediate sales spikes, they may also depreciate the perceived quality of the product and weaken brand loyalty if overused. This highlights the necessity for companies to strike a careful balance between fostering short-term sales and preserving long-term brand equity.

Research on brand equity underscores the value of nurturing enduring relationships with consumers rather than simply capitalizing on temporary opportunities. Excessive reliance on price-based incentives can lead to brand commoditization, where consumers come to expect discounts and become less inclined to pay full price (Ailawadi et al., 2001). This dilemma between immediate financial objectives and sustainable brand management reflects the challenges faced by companies in overseeing their promotional strategies.

Echoing the biblical passage in Luke 14:28, Suppose one of you wants to build a tower. Wont you first sit down and estimate the cost? (NIV), marketers are urged to practice prudent stewardship by thoughtfully weighing both short-term outcomes and long-term strategic goals when formulating promotional campaigns.

Consequently, sales promotions should not be perceived as a panacea for business growth but rather as strategic instruments that require careful consideration of their wider implications for brand identity and consumer perceptions.

Personal Selling and Relationship-Based Promotion

Personal selling plays a vital role in the promotional mix, particularly within B2B markets and high-involvement consumer scenarios, contrasting with mass marketing strategies. Unlike traditional advertising or sales promotions, personal selling is inherently relationship-oriented. It prioritizes understanding customer needs, building trust, and nurturing long-term connections. Research by Thaichon et al. (2020) underscores the importance of consultative selling, which highlights the salespersons capacity to deliver value through expertise, empathy, and personalized attention. This relational approach stands in stark contrast to the more transactional nature of other promotional strategies, reflecting the evolution of a salespersons role from a mere “closer” to a trusted advisor.

Additionally, personal selling aligns closely with the ethical principles found in Christian teachings. Philippians 2:3 states, “Do nothing out of selfish ambition… rather, in humility value others above yourselves (NIV), emphasizing the significance of service-oriented relationships over profit-driven motives. By focusing on the creation of mutual value and fostering trust-based interactions, personal selling can enhance both organizational profitability and societal welfare. Consequently, sales professionals should view their role not as manipulators of consumer behavior but as facilitators of genuine, ethical exchanges that prioritize the long-term well-being of the customer.

Promotion as Integrated Communication and Stewardship

Recent scholarship emphasizes the importance of a comprehensive approach to promotion that incorporates diverse tactics and aligns with broader organizational objectives. Instead of treating advertising, sales promotions, and personal selling as isolated strategies, companies should view them as parts of a unified promotional ecosystem. In today’s digital age, this means leveraging data-driven insights to create personalized and consistent messages across multiple platforms, while also maintaining consumer trust and adhering to ethical standards (Rust & Huang, 2014).

Finally, the most effective promotional strategies prioritize integrity, transparency, and authentic relationship-building. This approach not only enhances brand equity but also fosters a deeper connection with consumers, helping companies build brand loyalty over time. From a Christian perspective, these principles align with the biblical call for stewardship and ethical conduct in all areas of life, including the marketplace. As Paul reminds believers in 1 Corinthians 10:31: Whatever you do do it all for the glory of God (NIV). This highlights that ethical promotion is not just good business practice but also a moral obligation.

Conclusion

Promotion is an essential element of the marketing mix, but its role has evolved significantly in the digital age. Contemporary promotional strategies should prioritize building trust, authenticity, and long-term relationships, rather than relying solely on short-term transactional incentives. Recent research indicates that advertising, sales promotions, and personal selling must work collaboratively as part of a holistic and integrated strategy. This approach aims to enhance consumer trust, strengthen brand equity, and maintain ethical standards.

Ultimately, promotion achieves its greatest effectiveness when it creates value not only for the organization but also for consumers and society as a whole. Consequently, businesses are encouraged to implement promotional strategies that not only drive financial success but also contribute positively to the greater good.

References

Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Pursuing the value-conscious consumer: The antecedents and consequences of perceived value in the retail marketplace. Journal of Marketing, 65(1), 44-59.

Bendapudi, N., & Leone, R. P. (2003). Psychological implications of customer participation and involvement in services. Journal of Marketing, 67(2), 53-66.

Buil, I., Martnez, E., & de Chernatony, L. (2021). The influence of brand equity on consumer responses. Journal of Consumer Marketing, 30(1), 62-74.

De Jans, S., Cauberghe, V., & Hudders, L. (2018). How an Advertising Disclosure Alerts Young Adolescents to Sponsored Vlogs: The Moderating Role of a Peer-Based Advertising Literacy Intervention through an Informational Vlog. Journal of Advertising, 47(4), 309325.

De Pelsmacker, P., Geuens, M., & Van den Bergh, J. (2019). Marketing Communications: A European Perspective (6th ed.). Pearson Education.

Rust, R. T., & Huang, M.-H. (2014). The Service Revolution and the Transformation of Marketing Science. Marketing Science, 33(2), 206-221.

Thaichon, P., Surachartkumtonkun, J., Quach, S., Weaven, S., & Palmatier, R. W. (2020). Hybrid sales structures in the age of e-commerce. Journal of Personal Selling & Sales Management,

The Holy Bible, New International Version. (2011). Zondervan.

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