Promotional activities are techniques that marketing teams use to increase awareness of their brand, products and services. This can help them attract new customers, retain current customers and increase their company’s revenue. Promotional strategies often aim to first make customers aware of their products and increase their interest. They then try to increase desire in target groups and convince them to take action by making a purchase.

The consumer promotion programmes are visible to the audience because they are often advertised in the mass media. Companies also undertake trade intermediary promotion and sales force promotion programme to increase sales. This is important because in both direct and indirect marketing programmes, sales and trade play an important role in the product and information flow process.