ABSTRACT
This chapter explains how to promote and advertise a product of the company. It describes the role of marketing manager and brand manager. Marketing Manager in consultation with the Sales Manager should: decide which products should be advertised and promoted, decide the channels for advertising and promotion, decide on the duration of the campaign(s), decide whether the campaign should be handled by a third party, approve the advertisement and promotional material. The products and services offered by assessing the competitors’ products and their business and marketing techniques are evaluated. Target market is identified by assessing the demographics, disposal income and customers’ preferences.
