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Promotion
Promotion is one of the four aspects of marketing. The other three parts
of the marketing mix are product management, pricing,
and distribution.
Promotion involves disseminating information about a product, product
line, brand, or company.
It is comprised of four subcategories:
- advertising
- personal selling
- sales promotion
- publicity and public relations
The specification of these four variables creates a promotional mix or
promotional plan. A promotional mix specifies how much attention to pay
to each of the four subcategories, and how much money to budget for each.
A promotional plan can have a wide range of objectives, including:
- sales increases
- new product acceptance
- creation of brand equity
- positioning
- competitive retaliations
- creation of a corporate image
This article has been adapted from Wikipedia. All text is available under the terms of the GNU Free Documentation License.
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