Promotion differs from publicity. Firstly, it focuses on gaining favorable opinion for a particular cause, product or service. Secondly, it includes the use of techniques such as organization fundraising event, for example a concert for the victims of a natural disaster. One type of promotion is directed at the consumer in such a way that they are unaware that promotion is taking place. This is called subtle promotion. It can include sponsorship, sales promotion, direct mail, trade shows,etc. The promotional plan may include 2 wide range of objectives,ranging from increasing sales,new product acceptance,raising brand awareness, to the creation of a corporate image.