Explain promotion (marketing communication) and its role in marketing mix

• 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    Advertising
              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    Product

              o    Pricing

              o    Distribution