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