4.3.4 Promotion

Promotion:

• promotion strategies for different market segments:
  • advertising
  • sponsorship
  • product trials
  • special offers
  • branding
• above the line and below the line promotion techniques
• public relations – improving company image/brand
• the use of technology in promotion:
  • targeted advertising online
  • viral advertising via social media
  • e-newsletters
• the importance of a brand.