Promotions as a part of organization’s communications-mix and best practices for promotions

Abstract

This thesis investigates promotions as a part of organization’s communication mix and the best practices for promotions. This thesis consists of two parts: the theoretic part and the empirical part. Theoretical part was obtained from various online and written sources. In the theoretical part I explore the theme of marketing communication and concepts of communications mix and promotions are explained. Empirical part is based on by my own experience and observations in promotions and was executed as a survey and the second part thus consists of explaining the survey and analysing the results. Survey questions can be found as an appendix.

This thesis was conducted as an independent study and was not commissioned. The purpose of this thesis is to find out key objective for promotions for organizations and with the help of the survey respondents to find out the best methods for arranging successful pro-motion. This thesis is aimed to output result that can be utilized amongst prospective promotions using organizations, already promotion using organizations and promotional companies.

Thesis is planned to provide information for promotional companies about customer organization’s main objectives and motivations behind promotions. This thesis also shares insights on the best practices on promotions from promotions professionals with various backgrounds. With the observations of the survey respondents’ answers and tips can promotional professional possible expand their expertise and starting companies can attain valuable information for their future operation.

The survey results indicate that promotions have an important part in the communications mix and are primarily used to increase sales, awaken awareness of a brand or to promote new brands. Promotions are becoming increasingly important part of companies’ communications mix.