Question

Explain the objectives of promotional activities.

Answer 1

Promotional activities are concerned with communicating with the consumer. The objectives of promotional activities can either be focused on the short-term (such as, an increase in sales next month) or in the longer term (such as, to improve the image of the business). Promotional objectives include:

1. To improve consumer awareness of a product, especially in case of new products.
2. To remind consumers of the existence of a product and its unique qualities.
3. To increase sales by attracting new consumers to the product.
4. To demonstrate superior qualities of a product compared to competitors.
5. To correct misleading reports about the product.