Promotion is about communicating the product to the public. The main aim of promotion is to ensure customers are aware of a products existence and positioning. It is also used to persuade customers that thier product is better than competing products and to remind customers about why they may want to buy their product.
Promo can be used to:
- Increase sales
- Attract customers
- Encourage customer loyalty
- Create awareness
- Change attitudes
- Support a distribution channel
- Position a product
- Public Relations and sponsorship
- Personal Selling
- Direct Marketing
- Sales Promo
A business will use a range of promotional activities for its product, depending on the marketing strategy and the budget available.
The way in which promotion is targeted is split into two types:
Above the line promo; paid for communication in the independent media e.g. television and newspapers. Though it can be targeted it can be seen by anyone outside the target audience.
Below the line promo; promotional activities where te business has direct control e.g. direct mailing and money off coupons.