Promotion Strategy
This text discusses several objectives to be met when creating promotional messages and provides the components of the promotional mix. Promotional objectives and decisions concerning the promotional mix largely depend upon the stage in the product's lifecycle.
Glossary
- advertising
- Any paid form of nonpersonal presentation by an identified sponsor.
- integrated marketing communications (IMC)
- The careful coordination of all promotional activities - media advertising, sales promotion, personal selling, and public relations, as well as direct marketing, packaging, and other forms of promotion - to produce a consistent, unified message that is customer focused.
- promotion
- The attempt by marketers to inform, persuade, or remind consumers and industrial users to engage in the exchange process.
- promotional mix
- The combination of advertising, personal selling, sales promotion, and public relations used to promote a product.