Related Directory Categories
- Marketing and Advertising (7175)
- Advertising (2799)
- Marketing und Werbung (2643)
- Promotion (1953)
- Agents and Marketers (1628)
- Promotional Products (1419)
- Search Engine Optimization Firms (1089)
- Werbung (1082)
- Public Relations (892)
- Multi-Line (858)
Sources
Help build the largest human-edited directory on the web.
Submit a site - Become an editor
Wikipedia. Licensed under the GNU Free Documentation License.
Are you an expert in this subject? Join the discussion and share your knowledge at Wikipedia.org.
Promotion (marketing)
From Wikipedia, the free encyclopedia
| Marketing |
| Key concepts |
|
Product / Price / Promotion |
| Promotional content |
|
Advertising / Branding |
| Promotional media |
|
Printing / Publication / Broadcasting |
Promotion involves disseminating information about a product, product line, brand, or company. It is one of the four key aspects of the marketing mix. (The other three elements are product management, pricing, and distribution.)
Promotion is generally sub-divided in the textbooks into two parts:
- Above the line promotion: Promotion in the media (e.g. TV, radio, newspapers, Internet) in which the advertiser pays an advertising agency to place the ad
- Below the line promotion: All other promotion. Much of this is intended to be subtle enough that the consumer is unaware that promotion is taking place. E.g. sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows
The specification of these four variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.
An example of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi Stuff.
The publicity for the 40th anniversary of the 1966 NCAA Basketball championship included [1]
- The renaming of a city street
- A tie-in with an autobiography with the same title
- The screening of a film with the same title
- The release of a breakfast cereal box with coordinated materials
- A pep rally on a university campus
- Media coverage, have been successful
- ^ The El Paso Times, El Paso, Texas, November 28 and 29, 2005
 |
This article does not cite any references or sources. (December 2006) Please help improve this article by adding citations to reliable sources. Unverifiable material may be challenged and removed. |
 |
This economics or finance-related article is a stub. You can help Wikipedia by expanding it. |