Promotional Advertising, Marketing and Products
Promotion is one of the
four key aspects of the marketing mix. The other three elements are
product management, pricing, and distribution. Promotion involves
disseminating information about a product, product line, brand, or
company.
Promotion is generally sub-divided in the textbooks into two parts:
Above the line promotion: Promotion in the media (e.g. TV, radio,
newspapers, Internet) in which the advertiser pays an advertising agency
to place the advert
Below the line promotion: All other promotion. Much of this is intended to
be subtle enough that the consumer is unaware that promotion is taking
place. E.g. sponsorship, product placement, endorsements, sales promotion,
merchandising, direct mail, personal selling, public relations, trade
shows
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 |
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product, trade show giveaway, business promotion, branding, marketing,
design, business promotion, gifts, corporate apparel, corporate
promotional product, imprinted gifts, imprinted promotional items,
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tradeshow items, tradeshow promotional items ?
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Alphabetical Listings
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360 Promotions Inc
100 Corporate Pl # E, Vallejo, CA 707 557-2065
A & M Awards
715 2nd St # B, Fairfield, CA 707 425-6309
Custom Crystal Designs Inc
726 Texas St, Fairfield, CA 707 429-1000
Embroid Me
755 E Monte Vista Ave, Vacaville, CA 707 451-1468
Performa Resources
1407 Tennessee St, Vallejo, CA 707 647-2007
Roman Printing
PO Box 100, Dixon, CA 707 678-2764
Sir Speedy
1122 Missouri St, Fairfield, CA 707 426-2300
Trophy Factory
110 Railroad Ave # G, Suisun City, CA 707 422-4428
T Minus One
3195 Park Rd # D, Benicia, CA 707 745-9360 |
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Also See:
Advertising
Marketing
Index
Keyword Category
Index
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