Promotion (marketing)

In marketing, promotion is advertising a product or branding, generating sales, and creating brand loyalty . It’s one of the four basic elements of the market mix , which includes the oven P’s: price, product, promotion, and place. [1]

Promotion is also one of five pieces in the promotional mix or promotional plan. These are personal selling , advertising , sales promotion , direct marketing , and publicity . [2] A promotional mix specifies how much to pay for each of the five factors, and how much money to budget.

Promotion covers the methods of communication that a marketer uses to provide information about it’s product. Information can be both verbal and visual.


There are three objectives of promotion. These are: [3]

  1. To present information to consumers and others.
  2. To increase demand .
  3. To differentiate a product.

The purpose of a promotion and its its plan can have a wide range, including: sales increases, new product acceptance, creation of brand equity , positioning , competitive retaliation, or creation of a corporate image . [2]

The term ‘promotion’ tends to be used internally by the marketing function. To the public or the market, phrases like ” special offer ” are more common. Examples of a fully integrated, long-term, and large-scale promotion are My Coke Rewards in the USA or Coke Zone in the UK and Pepsi Stuff .


There have been different ways to promote a product in person with different media. Both person and media can be physically or electronically.

In a physical environment

Promotions can be held in physical environments at such events as concerts , festivals, trade shows , and in the field, such as in grocery or department stores. Interactions in the field allow immediate purchases. The purchase of a product can be incentive with discounts (ie vouchers), free items, or a contest. This method is used to increase the sales of a given product. Interactions between the brand and the customer are performed by a brand ambassador or promotional model that represents the product in physical environments. Brand ambassadors or promotional models are hired by a marketing company, which in turn is booked by the brand to represent the product or service. Person-to-person interaction, as opposed to media-to-person-involvement, establishes connections that add another dimension to promotion. Building a community through Promoting goods and services can lead to brand loyalty .

Traditional media

Examples of traditional media include print media such as newspapers and magazines, electronic media such as radio and television , and outdoor media such as banner or billboard advertisements. Each of these platforms provide ways for consumers to reach consumers.

‘Digital media’

Digital media, which includes the Internet, social networking and social media sites, is a new way of advertising and advertising. [4] Digital media is currently the most effective way for consumers to reach their customers on a daily basis. Over 2.7 billion people are online globally, which is about 40% of the world’s population. [5] 67% of all Internet users globally use social media. [6]

Mass communication marketing strategies, marketing, marketing, marketing, marketing. [7] The fast-paced environment of digital media presents new methods for promoting technology. With the rise of the advance market, promotions can be done outside of local contexts and across geographic boundaries to reach a greater number of potential consumers. The goal of a promotion is then to reach the most people possible in a cost effective manner.

Social media, a modern marketing tool, offers opportunities to reach larger audiences in an interactive way. These interactions allow for conversation rather than simply educating the customer. Facebook , Snapchat , Instagram , Twitter , Pinterest , Google Plus , Tumblr , SoundCloud and Mixcloud allow users to interact and promote music with little to no cost. You can purchase and buy ad space as well as potential customer interactions blinds have Likes, Followers, and clicks to your page with the use of third parties. As a participatory media culture, social media platforms or social networking sites can be mass media that, through media technologies, allow large amounts of product and distribution of content to reach the largest possible audience. [2] However, there are as many failures, systems, and websites that can crash, fail, or become overloaded with information. You can also use the information and storage method.

Brands can explore different strategies to keep One popular tool is branded entertainment, or creating some sort of social game for the user. The benefits of such a platform include submitting to the user’s brand. Will will will are. Are. Are. Absorb. Absorb for are for ad for ad for ad for ad for ad for ad. Ad. Ad. Ad. Ad. Ad ad ad ad ad ad ad ad ad ad ad ad ad. [8]

Personalizing advertisements is another strategy that can work well for brands, as it can increase the likelihood that the brand will be anthropomorphized by the consumer. Personalization increases click-throughs when collected from the consumer. [9]

Brands must navigate their way to the world of consumerism. Vivid Internet ads that include such devices as animation might increase a user’s initial attention to the ad. However, this may be seen as a distraction to the user if they are trying to absorb a different part of the site. [10] Additionally, when brands make the effort of collecting their products, the consumer’s relationship with the advertisements, following this data collection, is frequently positive. However, when data is covertly collected, consumers may quickly become aware of the company’s betrayed trust. [9]It is important to utilize personalization in their ads, without making the consumer feel vulnerable or their privacy has been betrayed .

See also

  • Advertising
  • Advertising campaign
  • Advertising marketing
  • Advertising management
  • Advertising media selection
  • Advertising research
  • AIDA
  • Ad tracking
  • Brand awareness
  • Digital marketing
  • Digital promotion
  • Integrated marketing communications
  • List of marketing topics
  • Promotional merchandise
  • Marketing Communications
  • Marketing management
  • Market mix modeling
  • Media planning
  • Native advertising
  • Online advertising
  • Promotional mix
  • Product placement
  • Public relations
  • Sales promotion
  • Social media marketing
  • Spin (public relations)


  1. Jump up^ McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach . Homewood, IL: Irwin. p. 769. ISBN  0256025339 .
  2. ^ Jump up to:b Rajagopal (2007). Marketing dynamics theory and practice . New Delhi: New Age International. ISBN  978-81-224-2712-7 .
  3. Jump up^ Boone, Louis; Kurtz, David (1974). Contemporary marketing . Hinsdale, Ill: Dryden Press. ISBN  978-0-03-088518-1 .
  4. Jump up^ Mulhern, Frank (2009). “Integrated marketing communications: From media channels to digital connectivity”. Journal of Marketing Communications 15(2-3): 87.
  5. Jump up^ Hudson, Simon; Huang, Li; Roth, Martin S .; Madden, Thomas J. “The influence of social media interactions on consumer-brand relationships: A three-country study of perceptions and marketing
  6. Jump up^ Hudson, Simon; Roth, Martin S .; Madden, Thomas J .; Hudson, Rupert (2015-04-01). “The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of expected music festival”. Tourism Management 47: 68-76. doi:10.1016 / j.tourman.2014.09.001.
  7. Jump up^ Mulhern, Frank (2009). “Integrated marketing communications: From media channels to digital connectivity”. Journal of Marketing Communications 15(2-3): 85. doi: 10.1080 / 13527260902757506.
  8. Jump up^ Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32 (1), 15-27.
  9. ^ Jump up to:b Aguirre, Elizabeth; Mahr, Dominik; Grewal, Dhruv; de Ruyter, Ko; Wetzels, Martin (2015-03-01). “Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-Building Strategies on Online Effectiveness”. Journal of Retailing 91 (1): 34-49. doi: 10.1016 / j.jretai.2014.09.005.
  10. Jump up^ Celebi, Serra Inci. “How do motives affect attitudes and behaviors towards internet advertising and Facebook advertising?” Computers in Human Behavior 51: 312-324. doi: 10.1016 / j.chb.2015.05.011.