Promotion:the function of informing, persuading, and influence a purchase decision. Promotional mix: the combination of personal and non-personal selling that marketers use to meet the needs of a firm"s target customers and to effectively and efficiently communicate its message to them. Personal selling:the most basic form of promotion: a direct person-to-person promotional presentation to a potential buyer. Non-personal selling:forms of selling such as advertising, sales promotion, direct marketing, and public relations. Pushing strategy: promotion of an product to wholesalers and retailers in a company"s distribution channels : companies promote the product to members of the marketing channel, not to end users. Cooperative advertising:allowances that marketers provide to share with channel partners the cost of local advertising of their firm"s product or product line . Product advertising:messages designed to sell a particular good or service: institutional advertising:messages that promote concepts, ideas, or philosophies. goodwill toward industries, companies, organizations, or government entities.