What Is Promotion

286

What is promotion? In promotional marketing, promotion refers to whatever kind of advertising communication employed to tell target audiences about the relative merits of an item, service, brand, or concept, most of the times convincing in nature. Promotion has various meanings, the commonest being that which tends to bring about or promote awareness. Promotion can be done by any form of advertising, including newspapers, magazines, television, or radio; in fact, it can be virtually anything that makes one state or another notice a particular brand, item, or concept.

One cannot overlook the vast array of promotional media, which is accessible to organizations today. Print media in particular accounts for much of promotional activity. Advertising campaigns run amok and are aplenty, often getting the newsprint as their sole purview. Television, radio, and magazine promotions are very popular, being responsible for much of what we “know” as promotion. The proliferation of promotional literature is quite an impressive sight nowadays. One would indeed readily suppose that these sources contribute a fairly significant part of promotion.

The most obvious among these is advertising. Advertisements are everywhere. One is bound to come across them while on the street or on the TV. Magazines are also loaded with advertisements. Promotions are generally advertised in newspapers, billboards, hoardings, and other forms of publicity. The print media in which promotion is normally dealt is quite limited in comparison to that of other media, and as a consequence, promotion in this case is usually indirect and subtle.

The “other” media, as opposed to the print media, tend to have far greater scope for promotion. Television, radio, and magazine covers are readily available for viewing and can reach a far wider audience. Telecommunication firms often sponsor shows, and companies regularly give away free products as promotions. For example, in order to build up their goodwill, shipping firms occasionally send out promotional flyers. The possibilities seem endless, but all this requires coordination and professional handling.

Promotion is normally done by companies in a number of different ways. They might agree to promote one another’s products, or they might use a variety of indirect techniques, such as distributing handbills, displaying banners, giving away promotional articles, and so on. Direct marketing takes into account the sale of a product by identifying specific markets and concentrating on them. This sort of promotion takes less time than indirect methods, and costs relatively less.

What is promotion? How does it differ from advertising? Marketing, by definition, is the sale of a commodity to a targeted market. The targeted market may be a group defined by gender, race, education, age, political affiliation, or other characteristics. Advertising, on the other hand, is simply communication to a group of people about a product or service.

What is promotion? The answer is more complex than it seems at first glance. In a broader sense, promotion is the process of attracting new customers, increasing sales, improving company image, and increasing profits. All these are done in order to increase revenue. In addition, marketing includes the distribution of advertising or promotional literature, radio and television promotions, and the planting of special advertising trees.

It’s fairly easy to see why the two terms are often used interchangeably. Marketing involves the gathering of information to improve sales; promotion involves the delivery of that information to the public. The sale of products and services is part of marketing, while promotion surrounds the delivery of that product or service. The key difference between the two is that marketing is more goal oriented and planning, while promotion tends to be a bit more loose and spontaneous. Sometimes it involves just sharing information with a few people.