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The Role of Promotion in Marketing - Research Paper Example

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This essay explores the role of promotion in marketing. The researcher pays special attention to the forms of advertisements used by Starbucks and Jamaican blue mountain coffee brands…
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The Role of Promotion in Marketing

Download file to see previous pages... This paper illustrates that Starbucks used to advertise in an effective manner its coffee shops. The words used to advertise Starbucks coffee shops were “Starbucks Coffee”; however, the company has created a new logo and this has changed the old perceptions and created new ones concerning the company. The company is undergoing a considerable change and it is moving away from just being a coffee company to a beverage and food company. The social media is one place that Starbucks has ventured into extensively; in Twitter and Facebook, the company has 705,000 and 5,428,000 followers respectively. The Jamaican Blue Mountain Coffee is not an exception; the company is using the internet extensively to advertise its brand. Apart from getting the coffee from the stores, the customer can purchase the product online through the many online advertisements such as igourmet.com. Advertising as a promotional mix tool is appropriate for both companies. Majority of the organizations (both large and small) that depend on marketing to develop consumer interest, make constant use of advertising to assist them in meeting their marketing objectives. The task entails frequent development of advertising campaigns which involve a number of decisions for creating, evaluating, planning, and delivering an advertising effort. For both companies, advertising as indicated earlier on has proved to be a beneficial tool in marketing their products and attracting customers. Direct sales entail oral communication with potential buyer. This promotion mix tool is not appropriate for both companies since it focuses is only on creating a relationship with the buyer. The method is costly and there are many hidden costs. ...Download file to see next pagesRead More
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