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Marketing

Scale model of a Wheaties cereal box at a pep rally

Promotion is one of the four key aspects of the marketing mix. The other three elements are product management, pricing, and distribution. Promotion involves disseminating information about a product, product line, brand, or company. Image File history File links Wikibooks-logo-en. ... Image File history File linksMetadata Download high resolution version (2304x1728, 1058 KB) Summary UTEP cheerleaders leading the festivities for the renaming of Glory Road on the campus. ... Image File history File linksMetadata Download high resolution version (2304x1728, 1058 KB) Summary UTEP cheerleaders leading the festivities for the renaming of Glory Road on the campus. ... A scale model of the Tower of London. ... Early Wheaties Cereal Box Wheaties, a wheat and bran mixture baked into flakes, is a breakfast cereal introduced in 1924 and marketed by the General Mills cereal company of Golden Valley, Minnesota. ... The marketing mix is generally accepted as the use and specification of the 4 Ps describing the strategic position of a product in the marketplace. ... This article or section does not adequately cite its references or sources. ... This article does not cite any references or sources. ... Wikibooks has more about this subject: Marketing Distribution is one of the 4 aspects of marketing. ... Product lining is the marketing strategy of offering for sale several related products. ... A brand includes a name, logo, slogan, and/or design scheme associated with a product or service. ...

Promotion is generally sub-divided in the textbooks into two parts:

• Above the line promotion: Promotion in the media (e.g. TV, radio, newspapers, Internet) in which the advertiser pays an advertising agency to place the ad
• Below the line promotion: All other promotion. Much of this is intended to be subtle enough that the consumer is unaware that promotion is taking place. E.g. sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows

The specification of these four variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. This article does not cite any references or sources. ... See TV (disambiguation) for other uses and Television (band) for the rock band European networks National In much of Europe television broadcasting has historically been state dominated, rather than commercially organised, although commercial stations have grown in number recently. ... Generally speaking, advertising is the paid promotion of goods, services, companies and ideas by an identified sponsor. ... An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. ... Generally speaking, advertising is the paid promotion of goods, services, companies and ideas by an identified sponsor. ... In organisational business and marketing communications, Below the line (BTL) is an advertising technique. ... Consumers refers to individuals or households that purchase and use goods and services generated within the economy. ... Sponsorship can refer to several concepts: A sponsors support of an event, activity, person, or organization. ... Wikibooks has more about this subject: Marketing Product placement advertisements are promotional ads placed by marketers using real commercial products and services in media, where the presence of a particular brand is the result of an economic exchange. ... Wikibooks has more about this subject: Marketing Sales promotion is one of the four aspects of promotional mix. ... A coffee mug bearing the logo of a company or organization is a common example of product merchandising. ... Direct marketing is a form of marketing that attempts to send its messages directly to consumers, often without the use of intervening media. ... Public relations (PR): Building sustainable relations with all publics in order to create a postive brand image. ... A trade fair (or trade show) is an exhibition organised so that companies in a specific industry can showcase and demonstrate their new products and services. ... Advertising, Public Relations, Sales Promotion, and Personal Selling are all aspects of the Promotional Mix. ... Brand equity is the value built-up in a brand. ... A products position is how potential buyers see the product. ... A corporate image refers to how a corporation is perceived. ...

An example of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi Stuff. My Coke Rewards (iCoke in Canada) is customer loyalty marketing campaign from Coca-Cola. ... Pepsi Stuff catalog cover Pepsi Stuff catalog page featuring Cindy Crawford Pepsi Stuff refers to a landmark marketing strategy and global integrated campaign launched by Pepsi, first in North America and then around the world, in the 1990s and continuing into the 2000s featuring merchandise that could be purchased with...

Cheerleaders at a pep rally

Image File history File linksMetadata Download high resolution version (2304x1728, 800 KB) Summary UTEP cheerleaders in a stunt for the festivities marking the renaming of Glory Road on the campus Licensing Permission is granted to copy, distribute and/or modify this document under the terms of the GNU Free Documentation... Image File history File linksMetadata Download high resolution version (2304x1728, 800 KB) Summary UTEP cheerleaders in a stunt for the festivities marking the renaming of Glory Road on the campus Licensing Permission is granted to copy, distribute and/or modify this document under the terms of the GNU Free Documentation... Cheerleading is recreational activity and sometimes competitive sport involving organised routines including elements of dance and gymnastics to encourage crowds to cheer on sports teams. ...

Example

The publicity for the 40th anniversary of the 1966 NCAA Basketball championship included ^[1]

1. The renaming of a city street
2. A tie-in with an autobiography with the same title
3. The screening of a film with the same title
4. The release of a breakfast cereal box with coordinated materials
5. A pep rally on a university campus
6. Media coverage, have been successful

Notes

1. ^ The El Paso Times, El Paso, Texas, November 28 and 29, 2005

El Paso redirects here. ...

See also

• Marketing
• Marketing management
• List of marketing topics