What Is Promotion?

Promotion in Advertising is an activity that is done solely to educate the customers about special offers, sales and is usually done when companies need to get rid of old stock or to perhaps offer customers an opportunity to sample a certain product. Sometimes companies would offer special offers like raffle draws or other incentives to customers to improve their customer base and expand their market share.

Promotion is an important part of marketing mix. A marketing mix usually consists of 4Ps i.e. Product, Price, Place and Promotion. Promotion is usually done for the aim of increasing sales. Different types of promotions are used to achieve different marketing objectives. The companies use promotional mix i.e. Promoting their products by using advertising, personal selling, sales promotion and public relations. Advertising on television, radio or billboard etc. Is mostly used to target masses. Personal selling involves door to door selling and telemarketing (marketing on phone). Event sponsorship and media marketing are also used to promote the brand. Several specialized advertising agencies take the responsibility to carry out marketing campaigns. Different messages are conveyed through the advertisements. Advertisers may use emotional theme to target the emotions of the customers. They can also use humorous tone to project their brand in the eyes of the customers. The ultimate aim of any promotional campaign is to create a brand recognition and to increase the sales.