5Ps – Promotion

Cite this article as:"5Ps – Promotion," in The Business Professor, updated July 18, 2014, last accessed May 30, 2020, https://thebusinessprofessor.com/lesson/5ps-promotion/.
Video Thumbnail
5 Ps of Marketing - Promotion
This video explains Promotion - One of the 5 Ps of Marketing.

Next Article: 5 Ps – Placement



How will you make your product known? Promotion regards the activities that you use to make your customers aware of your products and services, including advertising, sales tactics, promotions and direct marketing.  Below if the information you should include in this section:

Advertising Plan

What percentage of each media is to be used in your overall advertising package?

  • Television
  • Radio
  • Newspapers
  • Magazines
  • Billboards
  • Public Relations
  • Co-operative advertising with wholesalers/retailers
  • Internet Marketing
  • Other

Branding – What brand image are you trying to build?

  • Brand is a promise of a repeatable experience that gives a consumer.
    • What is your current brand in the market place?
    • How do customers perceive you? Is it accurate?
    • What do you want your image to be
  • Top-of-Mind Awareness (TOMA)
    • What is the first company (product) that comes to mind when you are considering buying this?
    • Who else?
    • If you are not in someone’s mind, they won’t buy from you.

Sales Plan

  • Selling
    • What type of sales persons are to be used—food brokers, commissioned salespersons, etc.?
    • What tools are to be provided to salespersons to assist getting orders (volume discounts, purchasing shelf space, etc.)?
    • Will a sales training program be offered?
      • AIDA – Attention, Interest, Desire, Action
    • How will sales effectiveness be measured?
    • What incentives will be offered to salespersons for new accounts, achievements?
  • Sales Promotion Programs
    • What sales promotion activities are planned?
    • Point of purchase displays/sales aids
    • Samples
    • Coupons
    • What costs are associated with each?


  • Endorsements
  • Testimonials
  • Referrals
  • Truck signs

Public Relations Plan

  • Networking Events
  • Conferences
  • Charity Events (Sponsorships)


  • How much is budgeted for year 1 in each category?
  • Determine break-even point for any additional spending.
  • Projected results of the promotional programs?

Was this article helpful?