Promotion (marketing)
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.
Promotion comprises four subcategories:
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Advertising*
Personal selling*
Sales promotion*
Publicity and
public relationsThe 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, or creation of a
corporate image.
An example of a fully integrated, long-term, large-scale promotion is
Pepsi Stuff.
For other examples see the Promotion Marketing Association, Inc. web page at www.pmalink.org and view the Reggie Awards.
The publicity for the 40th anniversary of the 1966 NCAA Basketball championship included #The renaming of a city street#A tie-in with an autobiography with the same title#The screening of a film with the same title#The release of a breakfast cereal box with coordinated materials#A pep rally on a university campus#Media coverage
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Marketing*
Marketing management*
List of marketing topics
