Promotion is persuasive communication. Companies rely on promotion to inform people about their products and services. Companies also use promotional techniques to enhance their public image and reputation and persuade people that their products are valuable. Organization such as nonprofits, rely on promotional activities to educate the public about an issue or trend or to advocate for change in a law or policy. The goals of promotional activities are summarized by the phrase:

AIDA
First attract Attention, then Build Interest and Desire, and final ask for Action.

Key Terms:
Promotion
Product promotion
Institutional promotion
Advertising
Direct advertising
Sale promotion
Public relations
News release
Publicity
Promotional mix
Push policy
Pull policy
Sales promotions
Trade promotions
Consumer promotions
Coupons
Premiums
Incentives
Promotional tie-in


Objectives