In marketing, promotion refers to any type of

marketing communication used to inform or

persuade target audiences of the relative merits of
a product, service, brand or issue. The aim
of promotion is to increase awareness, create
interest, generate sales or create brand loyalty.
Promotion is also all about communication.The main
aim of promotion is to ensure that customers
become aware of the existence and positioning of
products. Promotion is also used to persuade
customers that the product is better than competing
products and to remind customers about why they
may want to buy.
It is a common mistake to believe that promotion by
business is all about advertising. It isn't. There are a
variety of approaches that a business can take to get
their message across to customers, although
advertising is certainly an important one.
It is important to understand that a business will use
more than one method of promotion. The variety of
promotional methods used is referred to as the
promotional mix.
 The objectives of any marketing promotion are based on the goals and
strategies of the company launching the product.
In general, the marketing objectives of promotional efforts are aimed at
attracting new customers, increasing sales, raising awareness, or expanding
market penetration.
The scope of an initiative is typically based on the company’s advertising
budget. Creating a brand identity with imagery, and slogans is the first stage of
a marketing campaign, followed by expanded messaging, either directly
through personal email marketing communications or through social media.
However, promotional objectives also need to be defined and planned for as
well. Promotional strategies and marketing go hand in hand. Marketing a brand
or product will include different aspects of manufacturing, promoting and selling
products to the customers. Promotion is a key element in putting across the
benefits of the product or service to the customers . Product and
service promotion is the most common form of marketing.
 Communication mix- Companies
that sell products or services use
some or all of the components of a
marketing and communications mix,
also called a promotional mix. These
include advertising, personal sales,
sales promotions, public relations and
direct marketing.

 Advertising - It is an audio or visual

form of marketing communication
that employs an openly sponsored,
non-personal message to promote or
sell a product, service or idea.

 Personal Selling- It occurs when a

sales representative meets with a
 Public relations- Public relations is the practice of managing the spread
of information between an individual or an organization (such as a business,
government agency, or a non profit organization) and the public.
The promotional mix is one of the 4 Ps of the marketing mix. It consists of
public relations, advertising, sales promotion and personal selling.

 Customer awareness- There is much more to promotion than

advertising. Businesses use various methods to gain publicity. Promotion refers
to the methods used by a business to make customers aware of its product.
Advertising is just one of the means a business can use to create publicity.

Many companies use different techniques to promote their products through

a vast array of communication media. Promotion is one of the five market mix
elements: personal selling, advertising, sales promotion, direct marketing,
and publicity.

Examples include contests, coupons, freebies, loss leaders, point of purchase

displays, premiums, prizes, product samples, and rebates. Sales promotions can
be directed at either the customer, sales staff, or distribution channel
members (such as retailers).
 Direct marketing- Direct marketing is a form of advertising where
organizations communicate directly to customers through a variety
of media including cell phone, text messaging, email, websites, online
adverts, database marketing, fliers, catalogue distribution,
promotional letters and targeted television, newspaper and
magazine advertisements as well as outdoor advertising.
 The goal of marketing is to stand out and be
noticed. Good marketing keeps drawing
customers' attention to the products and
services. Clearly defined, well-packaged,
competitively-priced products and services are
the foundation of marketing.
 The newer one is in the market, the harder one
has to work to attract and retain new customers.
Many of the marketing activities will focus on
communicating to customers the features and
benefits of the products (i.e. compared to the
competitors).
 Online marketing: Online
marketing is often cost-effective
and is becoming increasingly
important to businesses.
Developing a separate online
marketing plan to evaluate one’s
options and help implement the
strategy is vital in the modern
marketplace.
 Publicity : It is a non-personal
stimulation of demand as
advertising. It stimulates demand
for a product or service or a
business unit by making publicity in
radio, television or stage.
 Point of Purchase Display : It is the silent
salesman that attracts the buyers’ attention
to the product and makes them decide to
buy. Promotion at the point of purchase is
more effective. Proper display of products
is done by manufacturers or distributors.

 Packaging: It differentiates and protects a

product. It plays two critical promotional
roles. First it calls the attention of the
customer to the product in retail stores.
Secondly , It carries the selling messages
and other information to make buying
decision.

 :
Direct Mail Newspaper advertisement
reaches lakhs of people, while direct mail is
sent to the selective customers. It will
attract the customers to buy the goods. It
is more effective than advertisement,
because it gives information directly.
 Other
Forms of
Promotion:
Sampling is one form of special
promotion. Sampling of new
food products, and other
consumer products, especially
sample medicines to doctors
are to introduce the new
products to the consumers.
Couponing is yet another form
of promotion.