The Marketing Mix, introduced in the early 1960s, included Promotion as one of the 4 P’s: Product, Price, Placement, and Promotion. The term Communication was later preferred by some, as it implied more of a dialogue with customers rather than simply a “push” strategy. Additionally, the “C” in Communication aligned well with the “C” in Customer, emphasizing a more customer-centric approach.
With the emergence of new communication methods, notably social networks, promotion has evolved considerably. The term “Promotion” remains less vague than “Communication” and encourages a focus on the effectiveness of communication strategies. For this reason, we prefer using promotion over communication, though both terms are perfectly acceptable.
To read more on the evolution of the marketing mix, you can refer to this excellent article on Wikipedia: https://en.wikipedia.org/wiki/Marketing_mix
The Marketing Mix framework is divided into sections to support an analytical approach across themes. When considering promotional activities, several essential business questions arise:
Why should we invest in promotional activities? What needs and objectives are targeted, and are these goals being met?Asking these questions allows marketers and other owners to evaluate and remain accountable for the effectiveness of their promotional programs.
Naming concepts and Building Brands
One of the most significant roles in marketing is to give solutions or concepts a name. Without a name, a product or service remains an in-house concept without identity. Assigning a name brings the idea to life. This naming process makes marketing especially engaging, as each name embodies the potential to create an impactful, memorable brand.
Supporting Sales with Promotional Activities
Promotional activities are vital in supporting sales teams, enabling them to reach customers through channels that might otherwise be inaccessible. Often, promotional activities complement the work that sales personnel cannot perform individually due to distribution channel constraints and accessibility.
Customers typically move through several stages before making a purchase: awareness, interest, evaluation, selection, purchase, and use. Awareness and interest, in particular, are critical phases where promotional efforts can create a lasting impact. Since customers are generally more receptive to learning about product features and capabilities outside of an active purchasing phase, promotions are essential to supporting sales efforts early in the customer journey.
The “Why, What, and How” of Promotion
The “Why, What, and How” approach is an effective tool to clarify marketing activities, especially in promotion and communication. Defining these aspects ensures that the objectives, needs, and methods are clear. With multiple aspects to communicate—brand identity, product specifics, and even company values—the “Why, What, and How” approach becomes a valuable key for organizing promotional strategies and ensuring one language flows across promotional activities across all players.
Prioritizing Promotional Budgets
If there’s uncertainty surrounding promotional programs, start by understanding the core purpose of each. Clear goals foster better spending decisions and more strategic planning for future investments. Always begin with the purpose, the “why,” to align motivations with actual needs and goals.
Developing a Comprehensive Communication Plan
Most companies use multiple channels to communicate, including PR, internet-based direct communication, promotional events, merchandising, and more. Each promotional avenue is important, and some will be explored further in the following sections.
When naming this section, two words came to mind: communication and promotion. While both are clear, they carry distinct meanings.
This section combines the essence of both terms. Although we use “promotion,” it reflects the broader scope of both communication and promotion, as both are essential.
In today’s rapidly evolving landscape, communication practices and tools are constantly changing. New approaches emerge, and noticeable shifts in strategies occur regularly. Among the many recommendations available online, you’ll find valuable insights that can optimize your communication and promotion efforts.
Communication and promotion programs have evolved significantly since the early days of the marketing mix. The advertising and communication landscape has been revolutionized with the rise of the internet and social networks, introducing numerous new ways to reach audiences. However, the fundamental questions remain: 
Which programs are most effective? Are they meeting their objectives? Is the communication budget being well spent, and are there opportunities for improvement?
Given the range of stakeholders and diverse objectives, establishing a well-defined portfolio of programs with clear purposes, budgets, and ownership is essential. A communication program can be developed by prioritizing and allocating investments to align with company goals. These programs become easier to share and discuss when addressing the “why,” “what,” and “how” questions, as this approach facilitates a unified language across promotional efforts.
Your feedback and specific needs are greatly valued. Feel free to reach out to us at contact@marketingdecision.org if you have any questions, special requirements, or recommendations.
© marketingdecision.org
The “Why, What, and How” approach outlined on this site is a powerful tool for discussing marketing activities. This is particularly true for promotion and communication activities, where it is essential to articulate needs, objectives, and means. With multiple communication objects – the brand, the products, and even the people – the “Why, What, and How” becomes a wonderful key to understanding and organizing marketing activities.
The “Why” is the domain of purpose and needs. It serves as the platform for internal communication and management discussions, even before considering budgets and means, which are addressed with the “What” and “How.”
Companies often engage in numerous marketing initiatives, utilizing a variety of communication channels, including PR, direct internet communication, promotional activities, merchandising, and more.
To gain a comprehensive understanding of how priorities are set across various functions—mainly Marketing, Sales, Services, and others—it is crucial to develop a detailed portfolio of promotional and communication activities.
Clarity and transparency in promotion and communication programs offer multiple benefits, especially during periods of confusion about program prioritization. This leads to more effective budget allocation and better preparation for future investments.
Before developing a communication plan, review why there is a need for this plan and what factors will measure success. Before diving into the “What” and “How” of communication, ensure the “Why” is well articulated and visible for participants, stakeholders, and sponsors. Discuss needs and identify key questions like:
How can I increase brand visibility?Organizing a communication plan involves many components and dimensions. It can be seen as a one-time isolated effort or a complex coordination across multiple teams and communication supports, always aligned with company objectives and priorities.
This website focuses on the marketing mix and its key decision areas. Each category includes links to detailed methods, with some offering related tools available for purchase in our webshop. For easy navigation, use the main menu in the header to explore the marketing mix framework and methods. To go directly to the webshop, select the Shop menu in the header or click the link below. You can also browse by category.
© 2025 MARKETING DECISION SOLUTIONS. All Rights Reserved.
