ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Meaning and importance of Promotion in marketing

Updated on November 11, 2013

Meaning and importance of Promotion

Communication plays an important role in marketing. Communication perform the function of informing the target customer about the nature and type of the firm's product and services, their unique benefits, uses and features as well as the price and place at which these products can be purchased. The nature of marketing communication is persuasive since it aims at influencing the consumer behaviour in favour of the firm's offering. These persuasive communications are commonly called "Promotion". In the context of marketing promotion refers to the applied communication used by marketers to exchange persuasive messages and information between the firm and its various prospective customers and general public.

Marketing communication is the essential element of the promotion function of marketing. Effective marketing depends on effective management of its promotion function. Effective promotion comes through effective communication. Success of products like hot-shot camera, Maggie 2 minute noodles, Khaitan fans, and UTI's ULIP scheme are purely depend on the promotion function played by the respective marketing firms. There are products which are failed due to the lack of effective promotion.

With the growing competition in the market place as well as the customers becoming better informed and more choosy, it is important now that marketing communications of the right kind only are made to the right group of target buyers. Giving below the purpose of Promotion:

Communicating information

The job of marketing is to identify consumer wants and then satisfy these wants with the right kind of products, at the right place and at the right price.  The purpose of promotion in the marketing function is to convey to customers about the features of the product and how it will satisfy consumer wants or any other relevant information needed by consumers to affect sales.  For example, if a refrigerator manufacturer is planning to offer  off-season discount, it is essential to communicate to potential customers about the extent of discount, period during which discount is available, name of the stores where it is available etc.  If all such information is not communicated to potential customers, lowering of prices will not be beneficial to either the consumer or the manufacturer.  Promotion is, thus, an essential part of the marketing function as it is essentially communication.

Promotion is persuasive Communication:
In any free enterprise system where firms develop and offer a wide range of new and better products, there are full of messages and distractions of all sorts.   Consumer often have to select the products from among a wise range of competing products.  As consumers do not have time and energy to compare the competing products physically, they turn to advertisements for product information.  The present business environment being highly competitive, each firm wants the customers to buy its brand. Thus, persuasion is another goal of promotion. In other words, promotion is persuasive communication.

Promotion serves as a reminder:  Consider a customer who regularly buys Colgate Toothpaste or Lux Soap.  Do marketers of Colgate Toothpaste or Lux Soap advertise to appeal to such customers.  The answer is yes, because even the most loyal customers must be reminded that t product has served them well over the years and about the features that make the product attractive.  This is more so in an environment where competitors consistently attempt to attract the customers of competing brands with their own informative and persuasive message.  Thus, in addition to informing and persuading, another important purpose of promotion is reminding customers.  This is why even when the manufactures of well established products like Colgate, Lux, Surf, Nescafe, Lifebuoy etc. also advertise quite extensively to sustain customers preference for these products.


    0 of 8192 characters used
    Post Comment
    • profile image


      5 years ago

      Is it an indian site or some other

    • profile image


      6 years ago

      The term promotion is really help us in our education

    • profile image

      nadia prossy 

      7 years ago

      you should go straight to point

    • internetgeek profile image

      Nizam Khan 

      7 years ago from Hyderabad, India.

      Promotion is very much important and it has become an essential marketing aspect. Very informative and interesting Hub. Thanks and voted up :)

    • profile image

      Lala soumyaranjan Ray 

      7 years ago

      This defination of promotion is so easy to understand.I think it will help everyone to know everything about promotion.Well written.

    • profile image

      buy senuke 

      8 years ago

      I really enjoyed your hub! Voted up and I want to share it with my followers as I think that they will find it very useful. I use an automated seo tool for promotion of my websites and businesses and it is the best thing that I have ever found in terms of the results that it delivers in a very short time. It is called Senuke software. Keep up with the informative hubs, they are very educational!

    • Cheeky Girl profile image

      Cassandra Mantis 

      9 years ago from UK and Nerujenia

      Promotion and self-selling can be a matter of survival in the modern context. Life Coaches are doing well in this sphere nowadays, helping people to achieve their ambitions by setting goals and making lists. I see life as a kind of ladder, and the trick is to work our way up it through hard work and not darn handouts. Promotion is life-affirming to someone like me. In all aspects of life too. Great hub, well written.

    • catalyst20 profile image


      9 years ago from Los Angeles, California

      I agreee 100% with the concept of promotion and I would say it also helps us personally in drawing strategies to promote ourselves.


    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at:

    Show Details
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the or domains, for performance and efficiency reasons. (Privacy Policy)
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)
    ClickscoThis is a data management platform studying reader behavior (Privacy Policy)