Promotion comes from the Latin word promovere, which means to move forward, or to contribute to growth or prosperity of something.

Promotion was defined earlier as all of the tools, other than marketing research that a marketer uses to directly interact with their markets.

Those tools collectively are known as the promotional mix and include advertising personal selling, sales promotion and publicity.

Advertising is any paid form of non-personal presentation and promotion of ideas, goods, services, or individuals by an identified sponsor. It deals with primarily two concerns, the message and the media.

The major media include newspaper, Magazine, Direct Mail, Television, Radio, and Outdoor advertising. When marketing managers refer to the decisions about specific television programs, or magazines to include in advertising campaigns, they are said to be making advertising vehicle decisions. These are called vehicles, because they deliver audiences for advertisements.

Matching Question

Which of the following items are part of the promotional mix for a business?

AdvertisingAdvertising

Personal SellingPersonal Selling

Sales PromotionSales Promotion

PublicityPublicity

Product DevelopmentProduct Development

Marketing ResearchMarketing Research

Penetration PricingPenetration Pricing

Augmented PricingAugmented Pricing

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Choice Set 1

Sales PromotionSales Promotion

PublicityPublicity

AdvertisingAdvertising

Personal SellingPersonal Selling

Penetration PricingPenetration Pricing

Marketing ResearchMarketing Research

Product DevelopmentProduct Development

Augmented PricingAugmented Pricing

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Choice Set 2