Promotion is one of the four aspects of marketing. The other three parts of the marketing mix are product management, pricing, and distribution. Promotion involves disseminating information about a product, product line, brand, or company.

Promotion comprises four subcategories:

• Advertising
• Personal selling
• Sales promotion
• Publicity and public relations

The specification of these four variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget 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.

An example of a fully integrated, long-term, large-scale promotion is Pepsi Stuff.

Example

---

The publicity for the 40th anniversary of the 1966 NCAA Basketball championship included

1. The renaming of a city street
2. A tie-in with an autobiography with the same title
3. The screening of a film with the same title
4. The release of a breakfast cereal box with coordinated materials
5. A pep rally on a university campus
6. Media coverage

See also:

---

• Marketing
• Marketing management
• List of marketing topics

Promotion and marketing communications | Marketing

Stratégie de communication | Marketingová propagace | Vermarktung | Promoción comercial | Promozione