Promotion (marketing)

Promotion is a term used frequently in marketing and is one of the market mix elements.

Definition

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.

Purpose

Fundamentally, there are three basic objectives of promotion. These are:

The purpose of a promotion and thus its promotional plan can have a wide range, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.

Promotion

Promotion may mean:

Social media marketing

Social Media Marketing is the process of gaining website traffic or attention through social media sites.

Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it across their social networks. The resulting electronic word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds) about an event, product, service, brand or company, especially on social media platforms. When the underlying message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself, this form of marketing results in earned media rather than paid media.

Platforms

Social networking websites

Social networking websites allow individuals and businesses to interact with one another and build relationships and communities online. When companies join these social channels, consumers can interact with them directly. That interaction can be more personal to users than traditional methods of outbound marketing and advertising.

Social media

Social media are computer-mediated tools that allow people or companies to create, share, or exchange information, career interests, ideas, and pictures/videos in virtual communities and networks. Social media is defined as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content." Furthermore, social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. They introduce substantial and pervasive changes to communication between businesses, organizations, communities, and individuals. These changes are the focus of the emerging field of technoself studies. Social media differ from traditional or industrial media in many ways, including quality,reach, frequency, usability, immediacy, and permanence. Social media operate in a dialogic transmission system (many sources to many receivers). This is in contrast to traditional media that operates under a monologic transmission model (one source to many receivers).

Adobe After Effects

Adobe After Effects is a digital visual effects, motion graphics, and compositing application developed by Adobe Systems and used in the post-production process of filmmaking and television production. Among other things, After Effects can be used for keying, tracking, rotoscoping, compositing and animation. It also functions as a very basic non-linear editor, audio editor and media transcoder.

Description

Adobe After Effects is software primarily used for creating motion graphics and visual effects. It allows users to animate, edit, and compose media in 2D or 3D space with many different built-in tools and third party plug-ins which can be downloaded from the Internet depending on what type of plug in the user is looking for. It also provides individual attention to variables like parallax and also user adjustable angles of observation.

Adobe After Effects is a layer-oriented program. Each individual media object like video clips, still images, audio clips, etc. runs on its own. In contrast, other Non-Linear Editing Systems use a system where individual media objects can occupy the same track as long as they do not overlap at the same time. This track-oriented system is more suitable for editing and can keep project files more simple. The layer oriented system that Adobe After Effects has is suitable for extensive video effects work and also key framing. Other compositing packages, especially the ones that employ tree or node workflows, such as Nuke and Fusion, are better suited to managing complex interconnected data flow within a composite. Adobe After Effects is capable of countering the problem somewhat by selectively hiding layers or by grouping them into pre-compositions.