Promotion
A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. Promotion is any activity to raise awareness of a product or to encourage customers to purchase a product. Advertising is a form of promotion but not all promotions are advertisements.
Promotional activities for consumer sales will be different to promotional activities for business to business sales. The following things will influence how a firm chooses to promote its product:
Promotional campaign purpose
The budget for the promotional campaign
Legal rules about what you can promote and how
The target market for the product
The marketing environment in which the firm operates