Why is a promotional theme and message important? They are important to target t

Question

Why is a promotional theme and message important?

They are important to target the segments of customers that the marketing department wants to either acquire (new customers) or increases re-purchases (existing customers).
For eg: A Back-to-School promotional sale would target parents of school kids to buy from you and help build a relationship with them. On the other hand, non-seasonal promotions such as 'Family and Friends' offers and 'Zero-shipping fee' sale would target those customers who need activation (slight nudge) to attract them to purchase.

The message and theme are important as they decide the effectiveness of a promotional campaign to achieve its goals.

What should be the promotion objectives?

The objectives should be:

1. Increase new customers

2. Increase repurchases from existing customers

3. Be profitable in marketable dollars: the volume of sales offsets the loss incurred due to promotional/lower prices and dollars spent on marketing/public relations

4. Clearance - Disposal of extra inventory

Public Relations in promotional marketing -

PR plays an important role as the promotions would achieve their objective only when customers get to know about them. Word of mouth isn't always enough. Hence communication through mass media platforms - radio, TV commercials, print, social media, hoardings etc would help spread the message to maximum customer base.

Explanation / Answer

For an e-commerce business which is primarily focused on selling clothes online, why is a promotional theme and message important, what should be the promotion objectives and how important do public relations play in promotional marketing?

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