Promotion is the final element in the marketing mix. The manufacturer has to take effective steps in meeting the consumer in the market after taking the decision relating to the nature of products, its price and its distribution. The present age is of consumer-oriented markets and therefore, it is the responsibility of manufacturer to know what is required by the buyers.

Even the most useful and want-satisfying product will be a marketing failure if no one knows it is available. Thus, it becomes essential, rather a duty, of the manufacturers to make the customers know from where, how, when and at what price the product would be available.

As the distance between producers and consumers increases and as the numbers of potential consumers grow, promotional activities are necessary. More and more promotional activities are required to induce the consumers to purchase more and more products and thus demand for the product is created. A basic purpose of promotion is to let potential customers know about the products.

Secondly, there is stiff competition among the manufacturers. Therefore, promotional activities are necessitated. When a producer increases his promotional activities, others also follow the same and this leads to promotion war.

Thirdly, large scale production can be achieved only with methods of large scale selling, which is possible only through the promotional activities.

Fourthly, when there is an imperfect market condition, product cannot easily be sold on the basis of product-differentiation. In such a situation, only the promotion activities draw the attention of consumers. The customers are attracted to buy the products on the basis of promotional activities

Source: https://www.yourarticlelibrary.com/marketing/promotional-activities-in-marketing-an-overview/50910