Promotion represents all of the communications that a marketer may use in the marketplace, it has four distinct elements:
- Advertising
- Public Relations
- Personal Selling
- Sales Promotion
Promotion is the communication link between sellers and buyers for the purpose of influencing, informing or persuading a potential buyers purchasing decision. 3b will offer its customers a Promotion Plan which may include one or both of the following…
- Above the line promotion – Promotion in mass media (e.g. TV, radio, newspapers, internet etc) in which the advertiser pays an advertising agency to place the advertisement.
- Below the line promotion – All other promotion. Much of this is intended to be subtle enough for the consumer to be unaware that promotion is taking place. (e.g. sponsorship, product placement, testimonials, sales promotion, merchandising etc)
The Promotion Plan will have a wide range of objectives including sales increase, new product launch, creation of Brand equity, positioning and creation of a corporate image. Fundamentally there are three basic objectives of promotion…
1. To present information to consumers as well as others
2. To increase demand
3. To differentiate a product
There are many ways of promoting a product in different areas of media. 3b will offer promotion in Internet advertisement, special events, endorsements, and newspapers to advertise your product.