Marketing Promotion Key Terms

Improve your promotions by learning the different types of marketing promotions

Most companies need to use marketing promotions at some point in their company's development. If you don't have a specific person who's in charge of this, you may be somewhat confused by the different types of promotions your company can offer. Is it better to use a POP display or have a promotional event? Should you consider giveaway promotional products or product placement? Choosing the right type of promotional marketing is an essential part of the success of your advertising campaign.

 

Point-of-purchase (POP) displays

Point-of-purchase displays, or POP displays, are a way to showcase your product within the store. These are set up near where a consumer would choose your product. For best results, create a POP display that is at eye-level.
Try: At POP Displays, you can see several different examples of point of purchase displays.

Promotional event

A promotional event gets your product out to the public, and could be anything from sponsoring a sporting event to having characters out in the street.
Try: Eventage specializes in promotional events. See its case study for the M&Ms and Lucas Film, where it used M&M characters dressed as Darth Vader to promote M&Ms with dark chocolate.

Promotional products or giveaways

Promotional products are typically useful items with your company's logo printed on it. You can give these items away on the street or at trade shows to generate a buzz about your product, hence, the alternative name "giveaways." Another way to use promotional products is as an incentive to buy another product.
Try: Source talks about how to use promotional products selectively.

Product placement

With product placement, your product is seen in TV shows or films, which can draw people to your product. If you've ever seen someone drinking a Coke in a movie, that's an example of product placement.
Try: HowStuffWorks describes how product placement works.

Integrated marketing

Integrated marketing uses several different techniques at the same time to embed your product in the culture. For example, you may have a magazine and television ad running at the same time, both encouraging viewers to participate by texting a message to a number to learn more.
Try: Portland State University delves into integrated marketing.

Promotion Marketing Association

The Promotion Marketing Association is a professional organization that supports companies in their promotion marketing efforts. This includes research and training, among other things.
Try: Learn more about the Promotion Marketing Association by visiting its website.

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