McCarthy's Principles

In the late 1950s, towards the end of the post war production lead decade, these factors where identified. They now form the four defining influences of traditional marketing often called the 4 P's

Product
Price
Place (where it is sold)
Promotion

Promotion is seen as four distinctive above-the-line traits:

• Sales promotion (to the end consumer)
• Trade promotion (aimed at the middle man between the manufacturer & customer)
• Publicity &
• Advertising.

Publicity is the general catchment for Public Relations & Sponsorship type activity.