Programming
​Promotional Marketing combines the use of one or more promotional elements - often a mix of personnel selling, mass selling (advertising, public relations, and publicity), sales promotion and direct marketing.
​Field Marketing is historically thought of as a one-way communication tool. The brand's message is delivered from promotional personnel to the consumer whether through the medium of a sample, a piece of merchandise or literature. ​
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In current times, field marketing may also include two-way communications such as requesting feedback about a sample or inviting consumers to follow a brand on social media.
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Field marketing can be differentiated from all other direct marketing activities because it is face-to-face personal contact direct marketing. Field marketing includes highly targeted direct selling promotions, merchandising, auditing, sampling and demonstration, experiential marketing, organizing road shows, events and mystery shopping. These disciplines, individually or combined, develop brands and in their implementation show a clear real return on investment (ROI) to the brand owner. This is a key feature and benefit of field marketing – seeing revenue expenditure generate a specific return.​
Guerrilla Marketing​ is advertising strategy in which low budget unconventional means are utilized usually in localized fashion or large network of individual cells to promote or convey a product or an idea. The objective is to create a unique engaging and thought provoking concept to generate a buzz that consequently turns viral. ​
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Typically guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, with consumers targeted in unexpected places. Guerrilla Marketing involves intercept encounters to capture attention, pr stunts, street giveaways or any unconventional marketing to get maximum results with minimal resources.
A product sample is a sample of a consumer product that is given to a customer so that he/she may try a product before purchase. The purpose of a sample is to acquaint the consumer with a new product that will serve to induce future purchase. It is similar in concept to a test drive, in that a consumer is able to try out a product before purchasing.