In the marketing mix, promotion is an additional aspect beyond the 4P's. According to Marketing Promotions (2020), promotional content incorporates specialized tools such as advertising, direct marketing, personal selling, sales promotion, and public relations. Marketers can use these tools to enhance their company's message and promote their products or services. Sinha and Verma (2019) suggest that the success of the promotional strategy heavily depends on understanding the psychology of consumers, which can make a significant difference to the impact of the campaign.

Advertising

The article reviewed on advertising focuses on the impact of marketing, promotion, and specifically advertising on young adults' behavior towards e-cigarettes. Krugman (2016) acknowledges in the study that teens are engaging in e-cigarettes at an alarming rate, with nearly 20% having tried e-cigarettes and over 9% currently using them. The article is supported by three effective illustrations on the standardization of advertising communication, understanding the etiology, and measuring effective constructs. Krugman (2016) suggests that the massive investment and crafty techniques in advertising and promotion make smoking popular within our culture and society, which appeals to young people. The extensive claims against big tobacco and the inundation of their portrayal may imply a significant struggle. The American Psychological Association Report Task Force on Advertising and Children report that advertising is a key practice for normalizing harmful products such as e-cigarettes to young children despite the legal age for these products being 18 years (Krugman, 2016). The article concludes with a call for further research on the effects of e-cigarette advertising on younger individuals. The few ideas that were mentioned regarding potential measures included cognitive-based elements, more sensory-oriented elements, and elements related to behavior or conative (Krugman, 2016).

Personal Selling

An insightful read on personal selling is an article that explores the relationship between healthcare professionals and patients and how the sales process can aid communication and interaction. According to Rippé and Dubinsky (2018), personal selling is unique in that two-way communication exists during this interaction, highlighting its functional marketing significance. The study and implementation of this sales approach are an original idea based on conditional principles, which many may overlook. The six-step process includes prospecting, gathering data on prospects, approaching, presenting, overcoming objections, closing, and follow-up (Rippé and Dubinsky, 2018). Additionally, each step details the elements that should be considered during the stage and provides practical examples that the step could address in the healthcare field. For example, during the "approach" stage, Rippé and Dubinsky (2018) suggest that this phase is critical for making a good impression to capture the individuals' attention and maintain their interest in the business offer. The question approach may be more useful for physicians who may seek more information that allows for an interaction or the patient-benefit approach that explains the features and expresses the benefits of the prescribed medication since benefits are critical in the clinical decision-making process (Rippé and Dubinsky, 2018). Another example involves follow-ups with customers. Rippé and Dubinsky (2018) note the importance of a salesman following up with customers to elevate any post-purchase concerns, creating a positive customer experience, with the ultimate goal of retaining the customer's business. Overall, Rippé and Dubinsky (2018) suggest that the resistance physicians tend to have based on their training should be reconsidered since the compatibility between the doctor and the patient could be significantly improved.

Sales Promotion

Sources

Krugman, D.M., Ph.D. (2016). Comprehending the influence that marketing, advertising, and promotion have on electronic cigarette behavior in adolescents. Journal of Adolescent Health, 59(6), 609-611. doi:10.1016/j.jadohealth.2016.09.016 Marketing Promotions.[VitalSource Bookshelf]. Retrieved from https://online.vitalsource.com/#/books/9781307560008/

Rippé, C.B., & Dubinsky, A.J. (2018). Trust me, I'm a physician using sales skills: Enhancing physician-patient communication through the personal selling process. Health Marketing Quarterly, 35(4), 245-265. doi:10.1080/07359683.2018.1524594

Sinha, S.K., & Verma, P. (2019). The relationship between sales promotion benefits and consumers' perceptions: A comparative study of rural and urban consumers. Global Business Review, 20(2), 498-514. doi:10.1177/0972150918825398

Explanation:

Sources

Krugman's study looks into how marketing and promotion can influence adolescent e-cigarette behavior. Rippé and Dubinsky focus on how physicians can use sales techniques to improve communication with patients. Meanwhile, Sinha and Verma compare the perceptions and benefits of sales promotions among rural and urban consumers.

Overall, these sources address different aspects of marketing and promotion within various contexts, showcasing the diverse ways these techniques can be used in different fields such as healthcare and consumer behavior.