PromotionPromotion is a communication process by which the producer of the products or services draw attention of the consumers or prospective consumers towards their products and services.

Consumers are informed and reminded about the products & are requested and persuaded to purchase their products.

Such communication may be made either

along the product or well in advance of the

introduction of product in the market.

“Promotion encompasses all the tools in the

marketing mix whose major role is

persuasive communication”. – Philip Kotler

“Promotion includes advertising, personal

selling, sales promotion and other selling

tools”. – Stanton

Characteristics of Promotion

Customers are informed about the product or services of the company.

It may be either at the time of introduction of a new product into the market or when any change is made in the existing product.

Customers are requested or persuaded to purchase the products & services of the company.

It includes advertising, sales promotion and other sales promotion techniques.

Promotion activities are performed by the manufacturer.

It seeks to modify behaviour & thoughts.It seeks to reinforce existing behaviour.

To introduce new productsTo attract new customersTo induce present customers to buy moreTo help the firm remain competitiveTo increase sales in off-seasonsTo add to the stock of the dealers

Promotion - mixPromotion mix refers to the combination ofvarious promotional elements used by abusiness firm to create, maintain andincrease demand of the product. It involvesthe integration of:AdvertisingPersonal sellingSales promotionPublicity & Personal relations

Advertising

It is a paid and non-personal form of

presentation and promotion of ideas, goods

or services by an identified sponsor.

Sales Promotion

It is an immediate inducement that adds

extra value to the product. It is the technique

of motivating the customers to buy the

product.

Personal Selling

It is an oral presentation for the purpose of

sale. It involves carrying the messages of the

product to consumers by individual salesman

and make them purchase the product.

Publicity

It is not paid by the sponsor. It comes

automatically. It can be positive or negative

publicity on which the individual or the incident

publicized has no control.