Definition
In marketing, promotion refers to any type of marketing communication used to inform target audiences of the relative merits of a good, service, brand or issue, most of the time persuasive in nature. The aim of promotion is to increase awareness, create interest, generate sales or create brand loyalty. [1]
Promotion is one of the basic elements of the marketing mix, along with product, place and price.
According to the Association of National Advertisers (ANA), promotion marketing includes tactics that encourage short-term purchase, influence trial and quantity of purchase, and are very measurable in volume, share and profit. Examples include coupons, sweepstakes, rebates, premiums, special packaging, cause-related marketing and licensing. [2]
References
- McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach. Homewood, Illinois: Irwin. pp. 769.
- ANA, Brand Activation Info.