ABSTRACT
What is promotion? Promotion is a term used to encompass all methods the marketer uses to communicate with the target group of customers. The intent of promotion is to persuade, inform, and remind present and potential buyers of the features, benefits, value, and satisfaction that can be derived from the firm’s marketing efforts. Promotion tells customers about the virtues of product, price, and physical distribution-the remainder of the marketing mix. Promotion is most commonly conceived as consisting of the five broad categories of advertising, direct marketing, personal selling, public relations, and sales promotion:
• Advertising consists of all paid forms of impersonal communication from an identified sponsor. Advertising is considered to be mass communications because messages are generally intended to reach large numbers of potential consumers. Advertising is implemented through media such as radio, television, magazines, newspapers, billboards, and the Internet.
