Promotion implies the process of informing and persuading the prospective customers about the products or services of the firm, so that they keep patronising the firm. It means to create and maintain the demand for the product of the enterprise. In other words, the function of promotion is establishing the contact with the members of society, showing them how the products offered by the firm will satisfy their needs and creating among them the desire to buy the products. It also helps customers in differentiating the product of a particular firm from the competing products of other firms. It also seeks to assure the customers about the quality and price of the product so as to prevent their shifting from a particular brand of product to another brand of product.
No business enterprise can sell its products unless it undertakes various promotional activities effectively. The need for promotional activities has increased in today's globalise world because of widening of market, stiff competition, rapid advancement in technology and continuous changes in tastes and preferences of customers. Firms around the world use advertising as the most important promotional tool. It involves non personal dissemination of information about a firm's product on a large scale to potential customers. Salesmanship is the oldest form of promotion used by the firms to directly and orally communicate with the customers in order to sell their product. While, sales promotion is another promotion technique used to supplement the other selling efforts of the firm.