What’s the difference between advertising and promotion?

advertising and promotion

purposes, including establishing awareness, providing information for knowledge, and creating brand loyalty. In its knowledge role, advertising can communicate a positioning (or modify a positioning) and even promote new uses of a product (think “Orange Juice isn’t just for breakfast anymore”).

Promotion is a general term. It is so general, in fact, that most communications that are not strictly advertising (paid and non-personal) are characterised as promotions. But this distinction is blurry at times, so looking for a clear definition is useless. It’s better to just recognise that there are many types of promotions.

Some promotions — special events, sampling, rebates, and coupons, to name a few — are aimed directly at consumers. The use of these promotions can typically be tied to the hierarchy of communication effects model.

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