PRO - Promotion [LESSON]

Promotion

Promotion is one of the primary elements used in the marketing mix. Promotional efforts should work in harmony with product marketing, pricing, and distribution actions that target prospects and customers. When assembling a promotional plan, marketers typically use one or more of the following five categories of the promotional mix: personal selling, advertising, sales promotion, direct marketing, and public relations.

Promotional Mix

The Promotional Mix: Personal Selling, Advertising, Sales Promotion, Direct Marketing, Public Relations

These communication tools serve as tactics within the promotional plan to accomplish objectives such as:

  • Increasing sales
  • Launching new products
  • Creating and building brand equity
  • Establishing market positioning
  • Retaliating against competition
  • Strengthening brand image

As organizations implement their promotional plan, they also seek to educate consumers, increase consumer demand, and differentiate their products and services in the marketplace.

Two Forms of Promotion

Product Institutional
  • Creates an interest in the product.
  • Introduces new products and businesses
  • Explains a product
  • Sells a specific product
  • Creates a favorable impression and goodwill for a business or an organization.
  • Presents information about the company's role in the community.
  • Sells a company's image

 

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