ABSTRACT
What is promotion? This is, for many, the most interesting part of marketing; certainly it is the most visible, with elements of it-advertisements, posters and so on-all around us. It is also a very important element. As a well-known quotation says, ‘They say if you build a better mousetrap than your neighbour, people are going to come running. They are like hell! It’s marketing that makes the difference’ (Ed Johnson). No business will be done even by the producer of the best product or service if no one knows of its existence.
