Promotion (marketing)
Encyclopedia : P : PR : PRO : Promotion (marketing)
| Topics in Marketing[.]
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| Key concepts |
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Product / Price / Promotion "Placement" / Service / Retail Research / Strategy
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| Promotion |
Advertising / Sales promotion
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| Promotional media |
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Newspapers / Magazines Broadcasting / online media Blogging / Billboard |
| Marketing#Roles>Roles |
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Promoters / Infotainers
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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:
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.
An example of a fully integrated, long-term, large-scale promotion is Pepsi Stuff.
Example
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
See also:
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