Importance of promotion

The important purpose of promotion is to change the location and shape of the demand curve. Creation of demand is one of the functions of selling. But promotion is responsible for the creation of demand. Promotion is an exercse in information, persuasion and influence, which are inter related and if a person is persuaded, he is probably also being informed. Due to increase in the the physical distance between producers and consumers, there is the increase in need for promotion. There is also the increase in the number of potential consumers which increases the problem of market communication. Today consumers give more importance to want-satisfaction rather than to their needs. They are selective in their choice of alternative expenditure.