Creating awareness: All too often, firms go out of business because people don’t know they exist or

what they do. Small restaurants often have this problem. Simply putting up a sign and opening the
door is rarely enough. Promotion through ads on social media platforms and local radio or television,
coupons in local papers, flyers, and so forth can create awareness of a new business or product.

Providing information: Informative promotion is more common in the early stages of the
product life cycle. An informative promotion may explain what ingredients (for example, fiber) will
do for a consumer’s health, describe why the product is better (for example, high-definition
television versus regular television), inform the customer of a new low price, or explain where the
item may be purchased.