Promotion is the specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. The objectives that are met by promoting are to move the target market through the following phases:
Unawareness -> Awareness -> Beliefs/Knowledge -> Attitude -> Purchase Intention -> Purchase
It is believed that consumers cannot skip over a phase, but they need to move through them. Promotion is used to move the target market from one phase to another to finally purchase.
Current strategy
The promotion strategy which currently uses by the company is the ABL method, advertising. This advertising approach communicates a uniform image of the company across Canada. It is true that this provides a universal image of the company to the consumers. In Quebec, where most of the residents are French-speaking, this company chose to use a direct translate of the advertising messages. However, this strategy might not communicate the messages well because the context of the messages in the ads carry a heavy weight age; therefore, a maximum exposure is needed here which means marketers have to put an effort when they think about the messages that they are going to advertise. The straight translation from English into French just doesn’t work.
Recommended strategy
Today, most of going-global companies adopt a marketing strategy called adapted marketing mix. It is an International marketing strategy for adjusting the marketing-mix elements to each International target market, bearing more costs but hoping for a larger market share and return. The concept behind this is consumers in different countries have widely varied cultural backgrounds, needs and wants, spending power, prod ...