ABSTRACT
Promotion is the fourth element of the marketing mix. Being successful in this element of the marketing mix not only builds good publicity for the firm itself, but the brand equity of its products also prospers. Promotion involves disseminating information about a product or a company using five different key types of promotions: advertising, sales promotion, public relations, personal selling and direct marketing. Together, the five elements are all part of a company’s promotion mix. Each type of promotion employs a different set of approaches to communicate with the current and prospective customer. Since each type of promotional tool interacts with customers differently, the whole promotional mix must be integrated to deliver a consistent message regarding the strategic positioning of the company, and information regarding the product and the value it offers.
