Promotion
A successful product or service means nothing unless the benefits are communicated in an effective message delivered on a channel that is seen or heard by the target market. Examples of channels include advertising, public relations (developing positive relationships with the media), personal selling (selling a product or service one-to-one) direct mail, sports sponsorships, in-store promotions, etc. Companies with effective message strategies include: Nike Just do it and Toyota: The car in front is a Toyota