INTRODUCTION

Promotion is communication that builds and maintains favorable relationship by informing and persuading one or more audiences to view an organization more positively and to accept its products.

OBJECTIVES OF PROMOTION
Create Awareness Stimulate Demand Encourage Product Trial Identify Prospects Retain Loyal Customers Facilitate Retail Support Combat Competitive Promotional Efforts Reduce Sales Fluctuations

THE PROMOTION MIX

The promotion mix consist of the specific blend of advertising, sales promotion, public relations, personal selling and direct marketing tools that a company uses to pursue its advertising and marketing objectives. - Philip Kotler

 Components y Advertising

Of A Promotion Mix:

y Sales Promotion y Personal Selling y Public Relations y Direct Marketing y Publicity