Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty. It is one of the four basic elements of the market mix, which includes the four P’s: price, product, promotion, and place.
Promotion is also defined as one of five pieces in the promotional mix or promotional plan. These are personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional mix specifies how much attention to pay to each of the five factors, and how much money to budget.
A marketing plan is focused on the target market and made up of four key elements. These four elements are also known as the 4 Ps. One P is called the promotional mix and it contains advertising, public relations, personal selling, and sales promotion. They are used as tools to communicate to the target market and produce organizational sales goals and profits.
The new amusement park Fun Town has spent most of this year customizing and fine-tuning their promotional mix. Let’s take a look at each element that Fun Town adopted to create an effective promotional communication program.