- Promotion (or marketing communications) = creations and maintenance of communication with target markets
- In marketing, it is usually thought of as a strategic mix of
o public relations
o sales promotions
o personal selling
- Very important part of marketing mix – makes consumers aware of and interested in product on offer.
- Marketers must sent out messages on their product effectively and efficiently
- Promotion usually involves sending message about the other parts of marketing mix:
o Pricing
o Distribution
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