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 is comprised of subcategories:
* Personal selling
* Non-personal selling
* Sales promotion
* Publicity and public relations
* Direct selling
* Product placement
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.
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
This is an extract from Wikipedia, the Free Encyclopedia
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