3.3.5—Promotion methods

Promotion communicates a product’s value through advertising, sales promotion, personal selling, public relations, direct or digital channels. The message and channel should fit the objective and audience.

Awareness, trial, repeat purchase and brand trust need different evidence. Short-term discounts can stimulate volume but train customers to wait and reduce perceived value.

A new service may combine explanatory content for awareness with a limited trial and customer support, rather than rely on a single expensive advert.

More promotion is not automatically better; reach without relevance or a credible offer wastes resources.