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In marketing, promotion refers to any type of marketing communication used to inform or convince a target audience of the relative merits of a product, service, brand, or issue. This helps marketers gain a prominent place in the minds of customers. The promotion aims to increase awareness, generate interest, increase sales, or build brand loyalty. This is one of the main elements of the market mix, which includes four Ps, i.e., product, price, place, and promotion.

A promotion is also one of the elements of a promotional mix or promotional plan. These are personal selling, advertising, sales promotion, direct marketing publications, and event marketing, exhibitions, and trade shows. The promotion plan indicates how much attention should be paid to each of the elements of the promoting complex and how much of the budget should be allocated to each element.

The promotion covers the communication methods that a marketer uses to provide information about their product. Information can be both verbal and visual. The term promotion comes from Old French, and promotion means “to move forward,” “push onward,” or “to advance in rank or position,” which in turn comes from the Latin word promotion meaning “a moving forward.” The word entered the English language in the 14th century.

The use of the term “promotion” to mean “advertising or publicity” is very modern and was first recorded in 1925. This may be an abbreviation of the related term “sales promotion,” which is one element of a larger set of tools used in marketing communications. The terms “promotion” and “marketing communications” can be used interchangeably, but the latter is used more widely in practice.

The purpose of the promotion and, therefore, the promotion plan can have a wide range, including increasing sales, introducing a new product, building brand equity, positioning, competitive retaliations, or creation a corporate image.

The term “promotion” is commonly used by the marketing department. Phrases such as “special offers” are more common to the public or the market. Examples of fully integrated, long-term, and large-scale promotions are My Coke Rewards in the USA or Coke Zone in the UK, and Pepsi Stuff.

Promotions can be held in the physical environment of special events such as concerts, festivals, trade fairs, and onsite, such as grocery stores or department stores. Local communication enables immediate purchases. Buying a product can be stimulating through discounts (such as coupons), free items, or a competition. This method is used to increase product sales. The interaction between the brand and the customer is carried out by a brand ambassador or promotional model that presents the product in a physical environment.

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