The role of promotion decisions in the marketing mix

Promotion gives the consumer information about the rest of the marketing mix, without it customers would not know anything about the product.
It is not advertising the product, but it includes different types of promotion as well as advertising.
-Promotion is essential when a brand image is being created for a product.
Promotion as part of the marketing mix includes:
It is not advertising the product, but it includes different types of promotion as well as advertising.
-Promotion is essential when a brand image is being created for a product.
Promotion as part of the marketing mix includes:
- advertisements - this involves "above-the-line" promotions. Many forms of advertisements, such as advertising on TV, internet, newspapers and magazines, etc.
- sales promotion - this involves "below-the-line" promotions. Often used for short periods of time in order to reinforce the above-the-line promotions. Ex: money-off coupons, free gifts or product placements, etc.

The aims of promotion
They all have one thing in common: raise awareness of the business products and encourage consumers to make a purchase
They all have one thing in common: raise awareness of the business products and encourage consumers to make a purchase
Advertising
The advertising process
1. Set objectives: Decide the purpose of the advertising
2. Decide the advertising budget: Decide how much to spend on advertising.
3. Create an advertising campaign: The business will need to decide what sort of advertising campaign to run.
4. Select the media to use: The business will need to decide which is the best type of advertising media to use.
5. Evaluate the effectiveness of the campaign: The business needs to see if sales have increased as a result of the advertising campaign or see if the product's brand image has improved.
2. Decide the advertising budget: Decide how much to spend on advertising.
3. Create an advertising campaign: The business will need to decide what sort of advertising campaign to run.
4. Select the media to use: The business will need to decide which is the best type of advertising media to use.
5. Evaluate the effectiveness of the campaign: The business needs to see if sales have increased as a result of the advertising campaign or see if the product's brand image has improved.