Although critics express that through forced promotion, a company sometimes caters to unrealistic information about the product to attract many people, and it is not completely true. There are few examples where the principle of the 4 Ps has been disrupted. The speedometer of marketing strongly depends on Promotion, Product, price, and place. Now, promotion is one of these important aspects that always work according to the appropriate law. The only reason for such a common misleading saying can be dishonest merchants who like to sell the products by providing extra information during the promotion.
To demolish rebut, critics cited many examples of companies who used promotion as a medium of serving product knowledge to common people who have not yet attached with the company. Those companies always remain transparent, and due to their practices, they are able to satisfy customers. While other competitors use the promotional activity as a tool to spread rumors about others, on the other, it opens up the way for those suffering companies to represent true knowledge of products so that a person can choose wisely.
Highlights Cost vs. Drawing Attention
The practice of sponsorship is not uncommon today. Wherever there is a fair or any religious function, many companies step ahead to promote the program. Undoubtedly the main purpose behind it, to promote themselves in front of lots of people. Critics found its bad effect. They conveyed that they highlight the cost, which is burdensome on a buyer through such promotional activity. While explaining their point, critics mentioned the reason for such higher costs. They are as follows:
An expense due to sponsorship
Spend money on decoration
Additional cost due to rent premises for setting up a temporary shop
Offering other services to customers
Paying a major amount to the advertising committee
Because of such expenditure during promoting through fair or religious function and even though billboard the company has to compensate the total expenses from the buyers by applying additional costs, marketing experts completely deny that.
According to the marketing experts, sponsoring religious occasions or just promoting through billboards highlights the brand and attracts more customers. Hoarding includes attractive taglines which build strong beliefs within people, and they automatically pay attention to the brand. However, many companies utilize billboards or sponsoring promotions to launch new products and sell them at comparatively low prices. It has been witnessed that many large entities display their best product on exciting deals to draw the attention of buyers.
Brand Value vs. Real Value
Marketing people always emphasize increasing brand value. Every company has a certain logo designed for their companies. Until the logo is not common for every person, brand value will remain precarious. When a person can easily recognize the company by seeing only the logo, it suggests a high recognition level. In this way, brand value increases, and extensive promotional activity helps in such enhancement.
However, critics criticize this increasing brand value through promotion by bringing out the factor of the suffering class. Generally, companies that own high brand value are supposed to be the high price setter. Due to elevated rates, only a particular class of people can enjoy the services or products. This encourages discrimination of class between people under the poverty line and the rich one. Therefore, the purpose of promotion remains incomplete as it is unable to satisfy every class. Moreover, many companies are well known in the market due to their promotional activities whereas the quality of the product is not good enough. On the other hand, even after producing more quality products, a company suffers a loss due to less promotional marketing activity.
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