An Introduction to Promotion
- Promotion plays a crucial role in generating customer awareness, interest and desire for a product/service
- A business uses promotional activities to communicate its value proposition to potential customers and differentiate itself from competitors
- Promotion helps to build brand awareness and loyalty which can lead to repeat purchases and referrals
- Promotion can be classified into three forms
- Above the line
- Below the line
- Through the line
There are three main forms of promotion which are frequently combined by businesses to achieve a coherent promotional mix