Promotion/marketing

Promotion is one of four essentials of marketing. When marketing a product the price, promotion, place and the product itself need to be considered. Marketing and promotion is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision.

These are two types of promotion:

1. Above the line promotion: Promotion in mass media (which encompasses TV, radio, newspapers, internet, mobile phones, and, historically, illustrated songs in which the advertiser pays an advertising agency to place the advertisement.
2. Below the line promotion: All other promotion. Much of this is intended to be subtle enough for the consumer to be unaware that promotion is taking place. E.g. sponsorship, product placement, testimonials, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows

The specification of five elements creates a promotional mix or promotional plan. These elements can be personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional mix specifies how much attention must be paid to each subcategory, and how much money needs to budgeted for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Fundamentally there are three basic objectives of promotion. These include:

1. To present information to consumers as well as others
2. To increase demand
3. To differentiate a product.

There are different ways to promote a product in different areas of media. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts, free items, or a contest. This is to increase the sales of a given product.

The term "promotion" is usually an "in" expression used internally by the marketing company, but not normally to the public or the market - phrases like "special offer" are more common. An example of a fully integrated, long-term, large-scale promotion are My Coke Rewards andPepsi Stuff. The UK version of My Coke Rewards is Coke Zone.