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Promotion
Promotion is the communication
of marketing. It involves the
exchanges of information
between buyers and sellers. Its
task is to persuade and inform
consumers to respond to the
product or services being
offered. The desired response
may take many forms all the way
from awareness to actual
purchase.
Components of
Promotion
Advertising: any paid
form of non-personal
presentation &
promotion of ideas,
goods, or services, by
an identified sponsor
Personal Selling: Oral
presentation in a
conversation w/ one or
more prospective
buyers for the purposes
of making a sale
Sales Promotion:
Market activities (other
than advertising and
personal selling) that
stimulate consumer
purchasing & dealer
effectiveness
Publicity: Non-personal
stimulation of demand
by generating
significant news
published in media not
paid for by the sponsor
Combination of these
components is known
as the promo mix