Promotion is a set of activities with the main aim of persuading the customer to buy a product, service or brand through highlighting the advantages. Advertising is known to be an impersonal promotion that is typically used to draw the attention of customers towards products or service through a selected paid media. It is one of the core elements of the marketing mix, and it is suitable for creating awareness, attracting and inducing customers to initiate a purchase. Discount coupons, value-added services, trial offer, free distribution of samples, offers on festive seasons and rebate are amongst ways how promotion is done. Promotions help the company to increase sales since the goods or services are offered at a low price. Direct marketing, advertising, personal selling and public relations are activities involved in promotions. Advertising is a form of communication that is used to convey a single message to a large population within a short time. The main aim of advertising is to persuade, inform and create awareness of a product or service to a customer. Figure 19.1 shows the different features of promotion and advertising.
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Helmold, M. (2022). Promotion and Advertising Strategies. In: Performance Excellence in Marketing, Sales and Pricing. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-031-10097-0_19
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-10096-3
Online ISBN: 978-3-031-10097-0