What is promotional marketing?

[ishanijerin1]

　

To be honest, many people think that marketing and promotion (sales promotion) are synonymous, and I also confused the two when I was a student.


First of all, marketing is

A concept for "creating products and services that customers truly want, delivering information about them, and enabling customers to effectively obtain their value" among all activities carried out by companies and other organizations.

Source: Marketing - Wikipedia
Professor Wikipedia says:

So, simply put,

The concept is to "create a system that sells products."


　

The four key elements in risk managers email database marketing are "product," "price," "distribution," and "sales promotion," and they are known as the 4Ps, taken from the initials of each element.

　

Among these, activities carried out within the field of sales promotion are:

It is defined as promotional marketing.

　

"Promotional marketing is an activity that promotes the purchasing behavior of consumers in a specific market in order to develop and retain customers for a brand. It is also an activity that motivates sales personnel to achieve this goal."
(*Sales personnel refers to companies, retailers, wholesalers, and the personnel in charge of these.)

Quoted from the Japan Promotional Marketing Association's "Promotional Marketer Certification Exam Last Minute Exam Preparation Course (Tokyo Area) Implementation Guidelines"

Originally, it was defined as "marketing activities centered on direct motivation to purchase," but it seems to have been redefined as a "comprehensive function for promoting purchases" that ultimately leads consumers to make a purchase, including the flow from "awareness" of learning about a product through the media, to the "experience" of actually seeing and handling the product.


JPM
What is Promotional Marketing? - JPM
Definition Role and Functional Area It is characterized by "motivation" that drives purchasing behavior, rather than "informing" to achieve the goal. Not only "informing" through the media, but also "mechanism of promotion =
Source: "What is Promotional Marketing?" by the Japan Promotional Marketing Association

　

And, in line with the change in definition,

A new model for the purchasing process has also emerged.　


　

Purchasing behavior process "RsEsPs model"
The RsEsPs model represents the flow of purchasing behavior that is the basis of modern promotional marketing in an age where social media is widespread.