Promotion is a key aspect of an advertising plan. A promotional plan fulfills all of the following tasks: increase of sales; acceptance of new products; creation of brand equity; positioning; competitive retaliations; creation of a corporate image. Promotion itself includes spreading information about the product, company, and brand, sometimes using promotional items for these goals.
Promotion is traditionally divided into two parts:
- Above the line promotion (promotion by means of mass media)
- Below the line promotion (sponsorship, product placement, merchandising, direct mail, endorsements, sales promotion, personal selling, public relations, trade shows) in some cases its not rather evident that a promotion takes place
Examples of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi Stuff.
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