Nature and Importance of Promotion, Principles of Marketing Video Lecture | Principles of Marketing - B Com

trivago is a website that allows
visitors to search and compare hotel
prices read customer reviews and browse
photos the company claims to be the
world's largest hotel search engine and
helps customers compare prices available
in 250 booking sites chances are they
can save money comparing multiple
listings the idea behind this product is
original and complicated that's why the
firm's marketing team has run integrated
marketing campaigns delivering the same
message to customers our site allows you
to save money when you book a hotel room
TV ads show various steps of the process
which helps customers gain an idea of
how to use the product billboards and
banners display an image of people who
have booked rooms in the same hotel but
at different prices this berlin based
firm also used radio ads that read
trivago does the work for you and
compares prices of hundreds of websites
so we can say trivago used an integrated
marketing approach its promotional
messages were consistent its promotional
messages were consistent across all
advertising channels and share the same
objective
these efforts helps the brand establish
an online presence and introduce itself
to consumers across the world if the
company hadn't done that millions of
potential customers wouldn't have
learned about its services as you
probably guessed the fourth P we will
examine now is promotion which is
essentially the art of communicating a
product's benefits to customers and
convincing them to acquire the product
once or ideally a repeated number of
times we already know the three degrees
of brand loyalty right awareness
preference and insistence marketing
communication revolves around the three
customers must know a product exists
once they do we need to convince them it
is better than competitor products so
they can develop a preference in the
best case scenario customers who prefer
the product will understand its features
well which will develop informational
awareness and that will make them able
to explain its benefits to other
customers continued purchasing of a
product brand insistence is the goal of
promotional communication it occurs when
customers link a product with their own
lifestyle
the feeling of personal connection turns
repeated customers into raving fans in
the next lesson we will talk about the
five steps that precede the launch of a
marketing campaign thanks for watching