Promotion is a list of activities used to stimulate sales. There are two types of promotion:
- Above the line promotion refers to paid for communication in the independent media, such as advertising on TV or in the newspaper. Though it can be targeted it can be seen by anyone outside the target audience.
- Below the line promotion refers to promotional activities where the business has direct control, such as mailing and money off coupons. It is aimed directly at the target audience.
Impact of promotion
Promotional activities have a variety of aims:
- To inform current and/or potential customers about the existence of products
- To explain potential benefits of using the product
- To persuade customers to buy the product
- To differentiate the product from the competition
- To develop and sustain a brand
- To reassure customers that they have made the right choice
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