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What Is Promotion?

Written by: LipsInc Date of published: . Posted in Articles, Lips Inc

5-Part Promotional series first posted on

What Is Promotion?
Part 1 of 5

Promotion is one of the 4 P’s in the Marketing mix. Each of the 4 P’s (Price, Product, Place and Promotion) must be effectively covered in order to successfully promote a product.

In basic terms, promotion is the term concerned with any activity that is performed to let people know about a certain product or service.

Due to the depth of the word, and its various uses in marketing, there are a lot of aspects of promotion.

To better understand the act of promotion, this series will cover each individual aspects in detail; Advertising, Personal Selling, Sales Promotion, and Publicity

To be continued .. next, Advertising.

Series by Jafar Adam


What Is Promotion?
Part 2 of 5

Advertising is one of the components of the promotional mix. It involves the act of getting the word across about a business’ products and services. Advertising also involves the use of certain strategies that are concerned with advert placement and the frequency at which these ads are put out. Advertising is generally performed through the use of channels such as newspaper ads, radio ads, television ads, and internet ads. Far from being a new phenomenon, advertising can be dated back to as early as the 19th century.

To be continued .. next, Personal Selling.


What Is Promotion?
Part 3 of 5

Personal selling involves the use of customized, individually tailored, messages to potential prospects by sellers. These messages usually are in the form of face to face communication, correspondence on the phone, or personal correspondence. Unlike advertising which focuses on uniformed messages to the masses, messages delivered through personal selling can be changed according to the individual behavior. In addition, these messages can also be altered if they are not successful. However, unlike advertising, personal selling is quite time consuming and therefore only suitable for products that cater to niche markets.

To be continued .. next, Sales Promotion.


What Is Promotion?
Part 4 of 5

Sales promotion refers to an initiative taken by a company to force an increase in the number of sales its products make or simply to make people try out the product by handing out free samples or trials. Since different businesses use sales promotion in unique ways, it is quite hard to point out any sales promotion techniques that are universal. However, buy one get one free schemes and discount coupons are the common sales promotion techniques.

To be continued .. next, Publicity.


What Is Promotion?
Part 5 of 5

Publicity is the use of certain tactics to alter or manage the public perception of certain products or services. A common example of publicity is event sponsorship. Businesses can sponsor events of all types to increase its publicity. This act of promotion is generally cost effective in nature and builds great credibility. In addition, the possibility of reaching out to a huge number of people by sponsoring large scale events such as football games is ever present.

The key to success is 99% Hard Work and 1% Good Luck.

Remember to add Lips Inc lip balm to your promotional mix!

Marketing Materials Need Flawless Grammar

Written by: LipsInc Date of published: . Posted in Articles

Written by Michelle Collins

When creating professional looking brochures and informative flyers the written sentences and phrases must be perfectly constructed. Spelling, grammar and punctuation must all be absolutely flawless.There is nothing more off-putting than reading a company’s marketing materials and becoming distracted by poor spelling and atrocious punctuation. If you’re as pedantic as I am, you’ll probably whip out a red pen and make all the necessary corrections by hand just to satisfy yourself. And then you’ll find you’ve lost the will to read any more of this sub-standard marketing literature.

This kind of sloppy approach also places a seed of doubt in the potential client’s head. If a company can’t produce marketing materials that are grammatically correct, what does that have to say about their eye for detail, professionalism and ability to finish projects on time? In short, bad grammar has the power to drive customers away.

Think I am exaggerating? Well how would you feel if you read a patient information leaflet from your physician, which stated: “How To Prevent Head Lise” or “Your Childs’ Anaesthetic”. Neither of these would fill you with confidence. For businesses the same holds true. When marketing materials are peppered with grammatical and punctuation errors many clients will just walk away. Even if clients don’t know the definition of a misplaced modifier or a subordinate clause, they will soon pick up if the sentence construction does not flow.

Imagine a hairdresser’s promotional flyer, which states, “Come and visit our newly renovated salon for your next haircut which will impress you with its great modern look.” How very confusing! Is it the salon or the haircut that will have the great modern look? For people who are quite happy thank-you very much with their existing style, this could cause them to think twice before booking a cut and blow dry.

Business owners are normally far too busy to spend time writing copy and checking it before marketing materials are produced, and often don’t have the finely honed skills to get it perfect – that’s why copy writers and editors are needed. It will be far cheaper to use skilled copy writers and editors to create excellent copy than having to reprint an expensive, glossy brochure because a smattering of spelling mistakes and grammatical errors were overlooked.

1. The writer

Whoever writes the marketing material content should know how to write, how to punctuate and how to spell. If a writer is confused by his ‘there’, ‘their’ and ‘they’re’ and can’t help but misplace the apostrophe around the ‘s’ they need to be replaced.

2. The editor / proof reader

A qualified editor / proof reader will tweak the text so it flows perfectly, check all punctuation and spelling, and will give the final approval before the item goes to print. Some business owners mistakenly think this is a luxury and try to bypass this step. But no-one can write his or her own material, then edit it and proof read it. It just can’t be done. Fresh eyes are essential to check the final text.

Business owners don’t need to understand the split infinitive or where an apostrophe should appear as long as they hire experts who do. By working with skilled writers and editors the business owner can rest assured that the final marketing materials will contain perfect copy.

For business marketing materials, grate grammar is issential!

Written by Michelle Collins

Michelle Collins is an experienced writer in the field of brand design and website development, and works for New Design Group in Toronto, Canada as VP of Public Relations. View the New Design Group website, or visit the Facebook page.