Marketing Mix - Promotion

The promotion of any item is key to reaching your desired market. If you as a company are not able to reach your target audience then your company is doomed to failure. Promotion can be tricky because, “The concept of integrated marketing communications suggests that the company must blend the promotion tools carefully into a coordinated promotion mix. But how does the company determine what mix of promotion tools it will use?” (Marketing an Introduction, Armstrong/Kotler, pg. 13 of 53) For our product we will utilize consumer advertising as our main form of marketing. Since, “Advertising can reach masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times. For example, television advertising can reach huge audiences.” (Marketing an Introduction, Armstrong/Kotler, pg. 13 of 53) That is the goal of our company to reach as much of the target audience as possible, which will provide us with maximum penetration into this market. When we achieve this, we can assume record sales of our product throughout the world. It is also helpful that the public naturally views national advertising as a legitimizing factor to any product. If it is on television or radio, or the Internet it must be true. We will harness the power of all those mediums to reach our market and create a household name for the Febreeze Sport Extreme Odor Eliminator amongst the male population. It will become the quintessential item found in every man”s home once our marketing promotion is complete.