ABSTRACT
Promotion is used to communicate with customers in connection with product offerings. It has a key role in determining profitability and market success and is one of the key '4Ps' of the marketing mix. This chapter explores:
• the promotional mix, including its tools, advertising campaigns and the use of advertising agencies;
• the stages in the design of communications strategies, including a discussion of concepts such as target audiences, marketing messages, communication channels, promotional budgets and monitoring promotional performances; and
• approaches to the use of key elements in the communications mix, including advertising, direct marketing, exhibitions, personal selling, public relations and sponsorship.
