Promotion (marketing)

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Marketing
Key concepts
Product / Price / Promotion Placement / Service / Retail Marketing research Marketing strategy Marketing management
Promotional content
Advertising / Branding Direct marketing / Personal Sales Product placement / Public relations Publicity / Sales promotion
Promotional media
Printing / Publication / Broadcasting Out-of-home / Internet marketing Point of sale / Novelty items Digital marketing / In-game Word of mouth
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Marketing

Scale model of a Wheaties cereal box at a pep rally

Promotion is one of the four aspects of marketing. The other three parts of the marketing mix are product management, pricing, and distribution. Promotion involves disseminating information about a product, product line, brand, or company.

Promotion is comprised of subcategories:

Personal selling
Non-personal selling
Advertising
Sales promotion
Publicity and public relations
Tradeshows
Direct selling
Product placement
Event Marketing

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 is Pepsi Stuff.