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Promotion image, Below the line promotion - Coggle Diagram
Promotion 
Refers to methods of communicating messages to the market with the intention of selling a firm’s products.
The main aim of promotion is to obtain new customers and to retain existing ones.
Objectives :
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Reminding consumers of the existence of a product in order to retain existing customers or gain new customers for a product.
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GUERILLA MARKETING
Defined as a marketing form which involves the use of “untraditional” activities that has an innovative and significant promotional effect.
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Below the line promotion
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DIRECT MARKETING
This ensures that the product is aimed directly to consumers.
A limitation of this method is that the most consumers can regard the information as junk mail and not pay any particular attention.
PERSONAL SELLING
Involves the sale of a firm’s product through personal contact
It makes use of sales representative and can be done face to face or over the telephone.
A limitation of this method is that it may be expensive to have a sales representative team, especially when they are paid by commission.
PUBLIC RELATIONS (PR)
Promotional activities aimed at enhancing the image of the business and its products.
For publicity the business could hold a press conference where it invites the media and provides information about social responsibility project.
Examples include Samsung sponsoring Chelsea football club in the UK or Kenya Airways sponsoring Kenya Rugby team.
SALES PROMOTION
Short-term incentives provided by a business with the aim of increasing or boosting the sales.
Money-off coupons.- Discounts provided to customers when a product is purchased.
Point-of-sale display
.- Draw attention so impulse buying is performed.