Marketing Mix: Promotion

Sanitation marketing applies the marketing mix or Four Ps, which form the core of any social marketing program: place, price, product, and promotion. In the context of sanitation marketing, promotion is the glue that binds the marketing mix together ---communicating details about the product, price, place, and even the behavior promoted to the target audience.

The module reviews some principles to consider such as the central role that research and evidence should play when developing a communications campaign, and the need to develop an integrated campaign across multiple communication channels. But developing an evidence-based promotions strategy across multiple channels takes time. Another challenge is that implementation will largely be in the hands of local government or other partners. One way to overcome this challenge is to build in sufficient supervision and monitoring.