IDEAS home Printed from https://ideas.repec.org/h/spr/mgmchp/978-3-031-10097-0_19.html
   My bibliography  Save this book chapter

Promotion and Advertising Strategies

In: Performance Excellence in Marketing, Sales and Pricing

Author

Listed:
  • Marc Helmold

    (IU, International University of Applied Sciences)

Abstract

Promotion is a set of activities with the main aim of persuading the customer to buy a product, service or brand through highlighting the advantages. Advertising is known to be an impersonal promotion that is typically used to draw the attention of customers towards products or service through a selected paid media. It is one of the core elements of the marketing mix, and it is suitable for creating awareness, attracting and inducing customers to initiate a purchase. Discount coupons, value-added services, trial offer, free distribution of samples, offers on festive seasons and rebate are amongst ways how promotion is done. Promotions help the company to increase sales since the goods or services are offered at a low price. Direct marketing, advertising, personal selling and public relations are activities involved in promotions. Advertising is a form of communication that is used to convey a single message to a large population within a short time. The main aim of advertising is to persuade, inform and create awareness of a product or service to a customer. Figure 19.1 shows the different features of promotion and advertising.

Suggested Citation

  • Marc Helmold, 2022. "Promotion and Advertising Strategies," Management for Professionals, in: Performance Excellence in Marketing, Sales and Pricing, chapter 19, pages 199-208, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-031-10097-0_19
    DOI: 10.1007/978-3-031-10097-0_19
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:mgmchp:978-3-031-10097-0_19. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.