Promotion is dual-oriented. How?
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Anu and Manu are students of management, working on a project of marketing. While promoting a product, Anu emphasised on supplying information about the product, while Manu emphasised only on popularising it and persuading people to buy it. Which out of the two information or persuasion should be focussed upon?
Promotion refers to the process of informing the - customers about the product and then persuading them to buy it. The popular methods of promotion are advertising, sales promotion, personal selling and public relations.
All marketer uses the promotion mix i.e. combination of promotional tools according to their budget, nature of customers, nature of product, coverage, cost, etc. Thus, it is dual oriented, as it involves information on one hand and persuasion on the other.