Promotional strategy has become increasingly important to business enterprises – both large and small. The long-term rise in outlays for promotion is well documented and certainly attests to management’s faith in the ability of promotional efforts to produce additional sales. It would be difficult to conceive of a firm that did not attempt to promote its product in some manner or the other. Most modern institutions simply cannot survive without promotion.
Non business enterprises have also recognized the importance of this variable. The attempt by the armed services to increase enlistments is based on a substantial advertising campaign stressing the advantages of a military career. In fact, it is reasonable to say that promotion now plays a larger role in business including non-profit organizations than it ever has in the past.
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