Role of Promotion in Marketing and Marketing Communications Process

Promotional Objectives and Strategies for Wannaburger

Part 1: Role of promotion in marketing

Discuss each of the promotional objectives below and their purpose in relation to the Wannaburger case study (following page). As part of your answer, provide two examples of strategies for each objective.

Providing information. You could consider factors such as what does the consumer want to know, how much information is needed, what is the best format to communicate that information, when is the best time to provide the information.

Increasing awareness. You could consider factors such as brand and product recognition and recall. What actions could be taken to achieve this and when.

Stimulating demand. You could consider factors such as understanding customers, needs, wants and demands, how these will be met and add value to the customer, actions taken to achieve this.

Activating customers. You could consider factors such as motivation and engagement of new and previous customers to purchase, managing customer relationships and loyalty for repeat business, what actions could be taken.

Countering competitors. You could consider factors such as identifying and understanding competitors and how they deliver value to customers, deliver their marketing communications promotions and what actions could be taken to counter this

Part 2: Marketing communications process 

1.Discuss the marketing communications process and how ‘noise’ can have an effect on its efficiency.

2.How can Wannaburger overcome the effect of ‘noise’ and ensure the message it is transmitting is reaching its customers? Give three (3) examples

3.Noise can be considered as over stimulation of communication through media interfaces which drowns out the message organisations are trying to send to prospective buyers or customers. Other keywords associated with "noise" can be engagement or customer relationships.

4.What you are wanting to achieve is understanding what could be obstructing the ability for the organisation to be able to cut through all the other messages that are coming through media interfaces and platforms so that they can connect with the buyers and have them purchase/consume their product. What implications are there on the business when this is not achieved. How could you track and monitor to see what communications/promotions are effective?