Pepsi Cola

A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organisations promotional strategy can consist of:
Advertising:  Is any non personal paid form of communication using any form of mass media.
Public relations: Involves developing positive relationships with the organisation media public. The art of good public relations is not only to obtain favorable publicity within the media, but it is also involves being able to handle successfully negative attention.
Sales promotion: Commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers.
Personal selling: Selling a product service one to one.
Direct Mail: Is the sending of publicity material to a named person within an organisation. There has been a massive growth in direct mail campaigns over the last 5 years. Spending on direct mail now amounts to £18 bn a year representing 11.8% of advertising expenditure ( Source: Royal Mail 2000).  Organisations can pay thousands of pounds for databases, which contain names and addresses of potential customers. 
Direct mail allows an organisation to use their resources more effectively by allowing them to send publicity material to a named person within their target segment. By personalising advertising, response rates increase thus increasing the chance of improving sales.  Listed below are links to organisation who's business involves direct mail. http://www.learnmarketing.net/promotion.htm

WHAT IS PROMOTION?

Promotion is the activities people use to communicate with
others about their product or service and to convince them
to use it. Everything you do communicates something about
your business. In tourism, this includes a wide variety of
activities including brochures, billboards, and newspaper
ads. Promotion involves careful planning. When you see or
hear effective promotion it is merely the "tip of the
iceberg." A great... [continues]

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