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MARKETING AND PROMOTION

Promotion is part of marketing which can be considered as one of the youngest disciplines in the business world and is driven by innovation (Sutheralnd and Canwell, 2004). Within it, marketing communications, or promotion, is a management process through which an organization engages with its various audiences. Through understanding and audience’s communications environment, organizations seek to develop and present messages for their identified stakeholder groups, before evaluating and acting upon the responses received. By conveying messages that are of significant value, audiences are encouraged to offer attitudinal and behavioral responses (Fill, 2005). Generally, promotion is used by organisations to communicate with customers with respect to their product offerings. In this sense, promotion is one side of the communication process with customers (Rowley, 1998).

These days’ people and customers are exposed to radio on FM, medium wave and long......

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Approximate Word Count: 5204
Approximate Pages: 21 (250 words per double-spaced page)

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