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, or creation of a corporate image.
see also marketing