USING THE MARKETING MIX: PROMOTION
Promotion is defined as bringing a product or a range of products to the attention of existing or potential customers.
Advertising is defined is bring a product or a range of products to the attention of existing or potential customers through media.
PR stands for public relations it refers to the practice of managing the spread of information between an individual or an organization and the public.
Methods of promotion:
1. Publicity stunts
2. Product placement
Publicity officer establishes links with the local media and provide regular reports and press releases on products and the brand they usually act as spokesperson for the brand and identify potential promotional opportunities they can use to promote the brand.
Brand: a type of product manufactured by a particular company under a particular name.
branding is the process of differentiating a product or service from its competitors through the name, sign, symbol, design or slogan linked to that product.
A brand position is where the brand is perceived in the mind of the target audience relative to their preferences, the competition and prevailing marketplace conditions.