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Promotion (marketing)

 
Promotion (marketing)

 
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Promotion (marketing)
 
 
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Promotion involves disseminating information about a product
Product (business)

The noun product is defined as a "thing produced by labor or effort" or the "result of an act or a process", and stems from the verb produce from the Latin produce, lead or bring forth....
, product line, brand
Brand

A brand is a collection of symbols, experiences and associations connected with a product, a service, a person or any other artifact or entity....
, or company. It is one of the four key aspects of the marketing mix
Marketing mix

The Marketing mix is generally accepted as the use and specification of the four p's describing the strategic position of a product in the marketplace....
. (The other three elements are product marketing
Product marketing

Product marketing deals with the first of the "4P"'s of marketing, which are Product , Pricing, distribution , and promotion . Product marketing, as opposed to product management, deals with more outbound marketing tasks....
, pricing
Pricing

Pricing is one of the four Ps of the marketing mix. The other three aspects are product, promotion, and Distribution . It is also a key variable in microeconomic price allocation theory....
, and distribution
Distribution (business)

Distribution is one of the four elements of marketing mix. An organization or set of organizations involved in the process of making a product or service available for use or consumption by a consumer or business user....
.)

Promotion is generally sub-divided into two parts:

The specification of these four variables creates a promotional mix
Promotional mix

There are four main aspects of a promotional mix. These are:# Advertising- Any paid presentation and promotion of ideas, goods, or services by an identified sponsor....
 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.






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Encyclopedia


Promotion involves disseminating information about a product
Product (business)

The noun product is defined as a "thing produced by labor or effort" or the "result of an act or a process", and stems from the verb produce from the Latin produce, lead or bring forth....
, product line, brand
Brand

A brand is a collection of symbols, experiences and associations connected with a product, a service, a person or any other artifact or entity....
, or company. It is one of the four key aspects of the marketing mix
Marketing mix

The Marketing mix is generally accepted as the use and specification of the four p's describing the strategic position of a product in the marketplace....
. (The other three elements are product marketing
Product marketing

Product marketing deals with the first of the "4P"'s of marketing, which are Product , Pricing, distribution , and promotion . Product marketing, as opposed to product management, deals with more outbound marketing tasks....
, pricing
Pricing

Pricing is one of the four Ps of the marketing mix. The other three aspects are product, promotion, and Distribution . It is also a key variable in microeconomic price allocation theory....
, and distribution
Distribution (business)

Distribution is one of the four elements of marketing mix. An organization or set of organizations involved in the process of making a product or service available for use or consumption by a consumer or business user....
.)

Promotion is generally sub-divided into two parts:
  • Above the line promotion: Promotion in the media
    Mass media

    Mass media is a term used to denote a section of the media specifically envisioned and designed to reach a mainstream such as the population of a nation state....
     (e.g. TV, radio
    Radio

    Radio is the transmission of signals, by modulation of electromagnetic radiation with frequency below those of visible light.Electromagnetic radiation radio propagation by means of oscillating electromagnetic fields that pass through the air and the vacuum of space....
    , newspapers, Internet
    Internet

    The Internet is a global network of interconnected computers, enabling users to share information along multiple channels. Typically, a computer that connects to the Internet can access information from a vast array of available server and other computers by moving information from them to the computer's local memory....
     and Mobile Phones) in which the advertiser pays an advertising agency
    Advertising agency

    An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services....
     to place the ad
  • Below the line promotion: All other promotion. Much of this is intended to be subtle enough for the consumer
    Consumer

    Consumer is a broad label that refers to any individuals or household that use Good generated within the economic system. The concept of a consumer is used in different contexts, so that the usage and significance of the term may vary....
     to be unaware that promotion is taking place. E.g. sponsorship, product placement
    Product placement

    Product placement, or embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, the story line of television shows, or news programs....
    , endorsements, sales promotion
    Sales promotion

    Sales promotion is one of the four aspects of promotional mix. Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability....
    , merchandising
    Merchandising

    Merchandising refers to the methods, practices and operations conducted to promote and sustain certain categories of commerce activity. The term is understood to have different specific meanings depending on the context....
    , direct mail
    Direct mail

    Advertising mail, also known as direct mail, junk mail, or admail, is the delivery of advertising material to recipients of postal mail....
    , personal selling, public relations
    Public relations

    Public relations is the practice of managing the flow of information between an organization and its publics. Public relations - often referred to as PR - gains an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment....
    , trade shows


The specification of these four variables creates a promotional mix
Promotional mix

There are four main aspects of a promotional mix. These are:# Advertising- Any paid presentation and promotion of ideas, goods, or services by an identified sponsor....
 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
Brand equity

Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name ....
, positioning
Positioning (marketing)

In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product , brand, or organization....
, competitive retaliations, or creation of a corporate image
Corporate image

A corporate image refers to how a corporation is perceived. It is a generally accepted image of what a company "stands for". The creation of a corporate image is an exercise in perception management....
.

The term "promotion" is usually an "in" expression used internally by the marketing company, but not normally to the public or the market - phrases like "special offer" are more common.

An example of a fully integrated, long-term, large-scale promotion are My Coke Rewards
My Coke Rewards

My Coke Rewards is a Loyalty business model marketing campaign for the The Coca-Cola Company soft drink. Customers enter codes found on specially marked packages of Coca-Cola products on a website....
 and Pepsi Stuff
Pepsi Stuff

Pepsi Stuff refers to a promotion launched by PepsiCo, first in North America and then around the world, in the 1990s and continuing into the 2000s featuring merchandise that could be purchased with Pepsi Points....
.

Example

The publicity for the 40th anniversary of the 1966 NCAA Basketball championship included
  1. The renaming of a city street
  2. A tie-in with an autobiography with the same title
  3. The screening of a film with the same title
  4. The release of a breakfast cereal box with coordinated materials
  5. A pep rally on a university campus
  6. Media coverage


See also

  • Promotional mix
    Promotional mix

    There are four main aspects of a promotional mix. These are:# Advertising- Any paid presentation and promotion of ideas, goods, or services by an identified sponsor....
  • Marketing mix
    Marketing mix

    The Marketing mix is generally accepted as the use and specification of the four p's describing the strategic position of a product in the marketplace....
  • Marketing management
    Marketing management

    Marketing management is a business discipline which is focused on the practical application of marketing and the management of a firm's marketing resources and activities....
  • List of marketing topics
    List of marketing topics

    This is a list of marketing topics....