Promotion and marketing communications in the information marketplace Available to Purchase

Promotion is used to communicate with customers with respect to product offerings. This article explores the role of promotion in the information marketplace. Promotion has a key role in determining profitability and market success and is one of the key “Four Ps” of the marketing mix. The tools that can be employed in the promotional mix include: advertising; direct marketing;sales promotion; public relations and publicity; personal selling and sponsorship. The article reviews the stages in the design of communications strategies and thereby explores concepts such as target audiences, marketing messages, communication channels, promotional budgets and monitoring promotional performances.