promotion

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Promotion is often described as the fourth and final element in the marketing mix, as conceptualised by McCarthy (de Sáez 1), the other elements being product, price and place. Promotion itself is often divided into a mix, best


understood as a portfolio of promotional techniques or channels, selected to meet the


prescribed objectives of the promotional strategy (Rowley 18). Walters (1)


divides the promotional mix into advertising, personal selling, public relations and





promotions, while Rowley (18) adds direct marketing, sales promotion, and


sponsorship.


There is a common factor between all of these tools of promotion they all


involve or constitute a communication model. Some critics actually refer to the


promotional element of the marketing mix as marketing communication (de Sáez


1). What is the relationship between promotion and communication? Rowley


(18, p. 8) suggests that promotion is one side of the communication process,


the other side being provided by market research, to create a two-way


communication model, described thus


Promotion


Producer Customer


Market research


(Diagram adapted from Rowley (18))


Interpretations of the relationship between the concepts of promotion and


public relations are particularly heterogeneous. Public relations is defined by


Leerburger (18, p. 7) as a management function that establishes and maintains a -


way dialog between an organization and its various publics and to use that dialog to


express a positive influence towards the organization. An alternative definition is


offered by Hart (1, p. 47), who sees public relations as the planned and sustained


communication of you messages to your target markets using the public media of


print, broadcast and electronic press. A rather limited denotation, it focuses on


media to the exclusion of the promotional or public relations event (Krieg-Sigman


15) and the role played by all staff i.e. the embedded public relations value of


quality service delivery (Usherwood 11).


Amidst all of these seemingly confusing statements, have we


developed a useful sense of what promotion is, as well as what it is not? To


summarise, promotion is variously defined as synonymous with, more than, or less


than the related concepts of marketing, public relations, communication and


publicity. However, if we synthesise the available literature, several salient factors


emerge while promotion, public relations and communication can all be said to


involve relationships of influence and meaning, the literature suggests that public


relations and communication, for good or bad, are inevitable. Even when promotion


occurs with inadequate thought and planning, a decision was taken at some level,


however perfunctory and instinctive, to do it. Therefore, promotion is


premeditated. Whether disastrous or wildly successful, a choice is made to


promote or not to promote.


The decision to promote is taken because positive outcomes are expected to


result from the time, resources and effort deployed. Therefore, successful


promotion is partially dependent on meeting clearly articulated objectives. Whether


or not those objectives have been met will be dependent on a process of evaluation.


Promotion is also based on an assumption of quality i.e. that something is worth


promoting, and that the promotion itself ought to be of commensurate quality.


More than simple promulgation, promotion contributes to an onwards and


upwards momentum.


Hamilton (10) distinguished between promoting in order to raise awareness


(publicity), and promoting in order to sell something (marketing).


18


Cronin (181, p. 85) posits a cumulative advantage theory of promotion,


suggesting that effective promotion will have a snowballing effect and gathering


influence and momentum and easing the way for future promotion, so that success


breeds success.


Rowley (18) translates the objectives of promotional strategies into a


number of categories, including increased sales (equivalent to use in libraries), the


maintenance or extension of the market share, brand recognition, the creation of a


favourable future climate, an informed and educated market, a competitive


advantage and improved promotional efficiency. It is a mixture of short and long


term outcomes, encompassing the cognitive, affective and behaviour stages of the


promotional communication process. Rowley stresses that these objectives must be


adopted in proportions that are appropriate to the individual organisation.


Irving (1, p. ix) plots the potential objectives of marketing along a


continuum which ranges from the direct and palpable, to the indirect and more


enduring outcomes, all contributing to improved funding, support and impact. It


would seem sensible to assume that promotional objectives will correspond closely


with those of the overall marketing strategy.


But why evaluate? Most simply, because there is no other way of


knowing whether promotional objectives are being met and there is no conceivable


justification for not knowing. Moreover, whether those objectives were satisfied or


not, we need to know precisely why (Pickton 18).


Usherwood (181b, p. 166) further asserts that, while it may be difficult,


evaluation (of public relations) is not impossible. He identifies the real problems as


being the difficulty of measuring long-term cumulative effects and the sheer


expense of evaluation, which he estimates, may be greater than the cost of the public


relations effort itself. By implication, evaluation is perhaps the only (albeit costly)


means of justifying the initial expenditure on promotion.


Usherwood (181b, p. 168) also criticises the lack of precision in many of


the evaluative methods thus far identified. We have already looked at the example of


the complex relationship between library promotion and increased use.Usherwood


offers another attendance figures are often recorded at promotional events and cited


as proof of the impact of that promotion, but other evidence suggests that the


people who attend such events are already well informed about the service or topic


being promoted.


Rowley (18, p. 87) adds that it also difficult to separate out the effects of


promotion form other elements of the marketing mix. For evaluation purposes,


Rowley suggests sales figures (presumably for a fee-based information service) and


other measures of reputation, but offers no explanation of what these measures


might involve.


Cchristopher H. Lovelock, services marketing (Englewood Cliffs, N.J Prentice Hall, 184, pp.46-64


178


Methodology


Bookstein, A. (18). Sources of error in library questionnaires, Library


Research, 4, 85-4.


Busha, C. H. & Harter, S. P. (180). Research methods in librarianship


techniques and interpretations. London Academic Press.


Erlandson, D. A. (1). Doing naturalistic inquiry guide to methods. London


Sage.


Fisher, D. & Hanstock, T. (17). Citing references a guide for users. 4th ed.


Nottingham The Nottingham Trent University, Library & Information Services.


Hafner, A. W. (18). Descriptive statistical techniques. Chicago American


Library Association.


Heather, P. & Stone, S. (184). Questionnaires. CRUS guide 5. Sheffield


Centre for Research on User Studies, Sheffield University.


Line. M. B. (18). Library surveys an introduction to the use, planning,


procedure and presentation of surveys. nd ed. London Clive Bingley.


Mellon, C. A. (10). Naturalistic enquiry for library science methods and


applications for research, evaluation and teaching. Westpoint, CT Greenwood


Press.


Patton, M. Q. (180). Qualitative evaluation methods. London SAGE.


Patton, M. Q. (10). Qualitative evaluation and research methods. nd ed.


London SAGE.


Phillips Jr., J. L. (16). How to think about statistics. 5th ed. New York W.


H. Freeman and Company.


Stephen, P. & Hornby, S. (17). Simple statistics for library and information


professionals. nd ed. London Library Association.


Stone, S. & Harris, C. (184a). Analysing data. CRUS guide . Sheffield


Centre for Research on User Studies, University of Sheffield.


Stone, S. & Harris, C. (184b). Basic social research techniques. CRUS guide .


Sheffield Centre for Research on User Studies, University of Sheffield.


Stone, S. & Harris, C. (184c). Designing a user study general research design.


CRUS guide 1. Sheffield Centre for Research on User Studies, University of


Sheffield.


Subject bibliography


Aslib (15). Review of the public library service in England and Wales for the


Department of National Heritage. Summary and schedule of recommendations.


London, Aslib.


Attenborough, L. (1). Reaching new readers. The Library Association


Record, 101(7), July 1, .


CIPFA (18). Public library statistics 18/ estimates. London CIPFA.


Carter, Sue & Morris, Catharine (1). Lecture given at the University of


Sheffield, on 8/04/.


Chambers English Dictionary (1). Edinburgh Chambers Harrap.


Cronin, B. (181). From paradigm to practice the logic of promotion, Aslib


proceedings, (10), October 181, 8-.


Cronin, B. (1). Market research introductory notes. In Cronin, B. (1).


The marketing of library and information services . London Aslib, 471-481.


Davidson, J. & Johnson, A. (18). Read it and reap, Library Association


Record, 100, 645-646.


Edsall, M. S. (180). Library promotion handbook. Phoenix, AZ Oryx Press.


England, L. & Sumsion, J. (15). Perspectives of public library use a


compendium of survey information. Loughborough LISU / London Book Market.


Ernestus, H. (181). The German experience a case study in library promotion,


Aslib Proceedings, (10), October 181, 405-41.


Eyre, G. (ed.) (14). Making quality happen a practical guide to promoting


your library. Newcastle Youth Libraries Group.


Gallimore, A. (1). Marketing a public sector business library developing a


strategy. In Cronin, B. (1). The marketing of library and information


services . London Aslib.


Griffith, L. (1). Political marketing of the rural library. In Cronin, B.


(1). The marketing of library and information services . London Aslib.


Hamilton, F. (10). Infopromotion publicity and marketing ideas for the


information profession. Aldershot Gower.


Hannagan, T. (15). Management concepts and practices. London Pitman.


Harris, C. (18). User needs. In Kinnell, M. (ed.). Planned public


relations for libraries a PPRG handbook. London Taylor Graham, 17-4.


Hart, K. (1). Putting marketing ideas into action. London Library


Association.


Heeks, P. & Turner, P. (eds.) (181). Public library aims and objectives. Public


Libraries Research Group.


Huws, G. & Eyre, G. (14). Public relations, promotion and libraries in


context. In Eyre, G. (ed.). Making quality happen a practical guide to


promoting your library. Newcastle Youth Libraries Group.


Irving, A. (1). Marketing the information profession to the information society.


Viewpoints in LIS 7. London Library Association.


Karpf, A. (1). Pages of history, The Guardian (G), Wednesday April 7th


1, -.


Kassel, A. (1). How to write a marketing plan. MLS (Marketing Library


Services), 1(5), June 1. [http//www.infotoday.com/mls/jun/how-to.htm].


Site visited 06/0/.


Kinnell, M. (16). Meeting their needs marketing and library services. In


Elkin, J. & Lonsdale, R. (eds.). Focus on the child libraries, literacy, learning.


Kinnell, M. & MacDougall, J. (14). Meeting the marketing challenge


strategies for libraries and leisure services. London Taylor Graham.


Kinnell, M. & MacDougall, J. (17). Marketing in the not-for-profit sector.


Oxford Butterworth-Heinemann.


Krieg-Sigman, K. (15). Kissing in the dark promoting and communicating in


a public library setting, Library Trends, 4(), Winter 15, 418-40.


Library Association (18). Libraries in the United Kingdom and the Republic of


Ireland. 5th ed. London Library Association.


Leerburger, B. A. (18). Promoting and marketing the library.


Rev. ed. Boston, Mass Hall.


Library Association Record (1a). LaunchPad reaches out to parents, Library


Association Record, 101(), March 1, 15.


Library Association Record (1b). Stories have them rolling in the aisles.


101(), July 1, 8.


McKearney, M. (18). Causing a stir with words, Library Association Record,


100(1), December 18, 65-65.


Pickton, D. (18). Evaluating a campaign programme will it work, is it


working, has it worked … why?. In Kinnell, M. (ed.). Planned public


relations for libraries a PPRG handbook. London Taylor Graham, 88-10.


Pyle, R. (18). Training and educating staff for public relations. In Kinnell,


M. (ed.). Planned public relations for libraries a PPRG handbook. London


Taylor Graham, 78-87.


Pyle, J. C. (11). Publicity and promotion, British Librarianship &


Information Work 186-10, 1, 1-07.


Roberts, S. A. (18). Budgeting and costing campaigning activities - paying the


price and value for money. In Kinnell, M. (ed.). Planned public relations for


libraries a PPRG handbook. London Taylor Graham, 46-58.


Rowley, J. E. (15). From storekeeper to salesman implementing the


marketing concept in libraries, Library Review, 44(1), 15, 4-5.


Rowley, J. (17). Managing branding and corporate image for library and


information services, Library Review, 46(4), 17, 44-50.


Rowley, J. (18). Promoting and marketing communications in the information


marketplace, Library Review, 47(8), 18, 8-87.


de Sáez, E. E. (1). Marketing concepts for libraries and information services.


London Library Association.


Smith, R. (1). Marketing the library. In Cronin, B. (1). The


marketing of library and information services . London Aslib.


Tilke, A. (ed.) (18). Library Association guidelines for Secondary School


Libraries. London Library Association.


Usherwood, B. (181a). Do you relate? Practical public relations, Aslib


Proceedings, (10), October 181, -.


Christopher H. Lovelock, services marketing (Englewood Cliffs, N.J Prentice Hall, 184, pp.46-64


178


Methodology


Bookstein, A. (18). Sources of error in library questionnaires, Library


Research, 4, 85-4.


Busha, C. H. & Harter, S. P. (180). Research methods in librarianship


techniques and interpretations. London Academic Press.


Erlandson, D. A. (1). Doing naturalistic inquiry guide to methods. London


Sage.


Fisher, D. & Hanstock, T. (17). Citing references a guide for users. 4th ed.


Nottingham The Nottingham Trent University, Library & Information Services.


Hafner, A. W. (18). Descriptive statistical techniques. Chicago American


Library Association.


Heather, P. & Stone, S. (184). Questionnaires. CRUS guide 5. Sheffield


Centre for Research on User Studies, Sheffield University.


Line. M. B. (18). Library surveys an introduction to the use, planning,


procedure and presentation of surveys. nd ed. London Clive Bingley.


Mellon, C. A. (10). Naturalistic enquiry for library science methods and


applications for research, evaluation and teaching. Westpoint, CT Greenwood


Press.


Patton, M. Q. (180). Qualitative evaluation methods. London SAGE.


Patton, M. Q. (10). Qualitative evaluation and research methods. nd ed.


London SAGE.


Phillips Jr., J. L. (16). How to think about statistics. 5th ed. New York W.


H. Freeman and Company.


Stephen, P. & Hornby, S. (17). Simple statistics for library and information


professionals. nd ed. London Library Association.


Stone, S. & Harris, C. (184a). Analysing data. CRUS guide . Sheffield


Centre for Research on User Studies, University of Sheffield.


Stone, S. & Harris, C. (184b). Basic social research techniques. CRUS guide .


Sheffield Centre for Research on User Studies, University of Sheffield.


Stone, S. & Harris, C. (184c). Designing a user study general research design.


CRUS guide 1. Sheffield Centre for Research on User Studies, University of


Sheffield.


Subject bibliography


Aslib (15). Review of the public library service in England and Wales for the


Department of National Heritage. Summary and schedule of recommendations.


London, Aslib.


Attenborough, L. (1). Reaching new readers. The Library Association


Record, 101(7), July 1, .


CIPFA (18). Public library statistics 18/ estimates. London CIPFA.


Carter, Sue & Morris, Catharine (1). Lecture given at the University of


Sheffield, on 8/04/.


Chambers English Dictionary (1). Edinburgh Chambers Harrap.


Cronin, B. (181). From paradigm to practice the logic of promotion, Aslib


proceedings, (10), October 181, 8-.


Cronin, B. (1). Market research introductory notes. In Cronin, B. (1).


The marketing of library and information services . London Aslib, 471-481.


Davidson, J. & Johnson, A. (18). Read it and reap, Library Association


Record, 100, 645-646.


Edsall, M. S. (180). Library promotion handbook. Phoenix, AZ Oryx Press.


England, L. & Sumsion, J. (15). Perspectives of public library use a


compendium of survey information. Loughborough LISU / London Book Market.


Ernestus, H. (181). The German experience a case study in library promotion,


Aslib Proceedings, (10), October 181, 405-41.


Eyre, G. (ed.) (14). Making quality happen a practical guide to promoting


your library. Newcastle Youth Libraries Group.


Gallimore, A. (1). Marketing a public sector business library developing a


strategy. In Cronin, B. (1). The marketing of library and information


services . London Aslib.


Griffith, L. (1). Political marketing of the rural library. In Cronin, B.


(1). The marketing of library and information services . London Aslib.


Hamilton, F. (10). Infopromotion publicity and marketing ideas for the


information profession. Aldershot Gower.


Hannagan, T. (15). Management concepts and practices. London Pitman.


Harris, C. (18). User needs. In Kinnell, M. (ed.). Planned public


relations for libraries a PPRG handbook. London Taylor Graham, 17-4.


Hart, K. (1). Putting marketing ideas into action. London Library


Association.


Heeks, P. & Turner, P. (eds.) (181). Public library aims and objectives. Public


Libraries Research Group.


Huws, G. & Eyre, G. (14). Public relations, promotion and libraries in


context. In Eyre, G. (ed.). Making quality happen a practical guide to


promoting your library. Newcastle Youth Libraries Group.


Irving, A. (1). Marketing the information profession to the information society.


Viewpoints in LIS 7. London Library Association.


Karpf, A. (1). Pages of history, The Guardian (G), Wednesday April 7th


1, -.


Kassel, A. (1). How to write a marketing plan. MLS (Marketing Library


Services), 1(5), June 1. [http//www.infotoday.com/mls/jun/how-to.htm].


Site visited 06/0/.


Kinnell, M. (16). Meeting their needs marketing and library services. In


Elkin, J. & Lonsdale, R. (eds.). Focus on the child libraries, literacy, learning.


Kinnell, M. & MacDougall, J. (14). Meeting the marketing challenge


strategies for libraries and leisure services. London Taylor Graham.


Kinnell, M. & MacDougall, J. (17). Marketing in the not-for-profit sector.


Oxford Butterworth-Heinemann.


Krieg-Sigman, K. (15). Kissing in the dark promoting and communicating in


a public library setting, Library Trends, 4(), Winter 15, 418-40.


Library Association (18). Libraries in the United Kingdom and the Republic of


Ireland. 5th ed. London Library Association.


Leerburger, B. A. (18). Promoting and marketing the library.


Rev. ed. Boston, Mass Hall.


Library Association Record (1a). LaunchPad reaches out to parents, Library


Association Record, 101(), March 1, 15.


Library Association Record (1b). Stories have them rolling in the aisles.


101(), July 1, 8.


McKearney, M. (18). Causing a stir with words, Library Association Record,


100(1), December 18, 65-65.


Pickton, D. (18). Evaluating a campaign programme will it work, is it


working, has it worked … why?. In Kinnell, M. (ed.). Planned public


relations for libraries a PPRG handbook. London Taylor Graham, 88-10.


Pyle, R. (18). Training and educating staff for public relations. In Kinnell,


M. (ed.). Planned public relations for libraries a PPRG handbook. London


Taylor Graham, 78-87.


Pyle, J. C. (11). Publicity and promotion, British Librarianship &


Information Work 186-10, 1, 1-07.


Roberts, S. A. (18). Budgeting and costing campaigning activities - paying the


price and value for money. In Kinnell, M. (ed.). Planned public relations for


libraries a PPRG handbook. London Taylor Graham, 46-58.


Rowley, J. E. (15). From storekeeper to salesman implementing the


marketing concept in libraries, Library Review, 44(1), 15, 4-5.


Rowley, J. (17). Managing branding and corporate image for library and


information services, Library Review, 46(4), 17, 44-50.


Rowley, J. (18). Promoting and marketing communications in the information


marketplace, Library Review, 47(8), 18, 8-87.


de Sáez, E. E. (1). Marketing concepts for libraries and information services.


London Library Association.


Smith, R. (1). Marketing the library. In Cronin, B. (1). The


marketing of library and information services . London Aslib.


Tilke, A. (ed.) (18). Library Association guidelines for Secondary School


Libraries. London Library Association.


Usherwood, B. (181a). Do you relate? Practical public relations, Aslib


Proceedings, (10), October 181, -.


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