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Promotion: The process of communicating with the customers.

Informative Promotion: is intended to increase consumer awareness of the product and its features.

Persuasive Promotion: is intended to encourage consumers to purchase the product, usually through messages that emphasise its desirability.

Advertising: The process of communicating with potential customers through specific media, such as using television and newspapers.


  • Attention
  • Interest
  • Desire
  • Action

Promotional Mix: The coordination of the various methods of promotion in order to achieve overall marketing targets.

Different types of promotion:

  • Public relations (PR) - PR involves gaining favourable publicity through the media.
  • Branding - 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.
  • Merchandising - Merchandising describes methods of persuading consumers to take action at the ‘point of sale’ (PoS).
  • Sales promotions - These are short-term incentives used to persuade consumers to purchase.

–free offers
–‘three for the price of two’ or BOGOF (buy one get one free) offers
–introductory offers
–product placement (featuring a product in a film)
–credit terms

  • Direct selling - This takes four main forms:

–direct mail
–door-to-door drops
–personal selling

  • Advertising - •The main advertising media are:

–national newspapers
–internet and other electronic media
–regional newspapers

  • Sponsorship - Sponsorship means giving financial assistance to an individual, event or organisation.
  • Trade fairs and exhibitions - Most exhibitions and trade fairs are used for business-to-business marketing.

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