Balancing between Promotional vs. informational

Promotional is a softer term for advertising. The system of presentation is more on creating a need for it or realizing a need for it. It would present a new or innovative concept that would stir some curiosity from its audience. The medium is worded in such a way that it tells audience that it is something better than what is known or available out there. Very often, there is an encouragement to try. Frequently too, there are come-ons for a limited time period. At the onset of promotions, price is not mentioned unless it is the main benefit. Marketing is now trying to avoid to let people feel they are being sold to. However, patronage and generating sales is the bottomline of all promotions.

This is more on education. The theme of the medium aims on educating the audience and learning something from it. The information provided is detailed, supported by facts and documentations. There is a segment niche of people that the informational campaign is targeting. This is, of course, other than those general public information campaigns. For important informational matters, like health or safety, the urgency of learning from it is called upon. Key points are given stress on the presentation or layout of the medium. Interest on the matter of information is encouraged. The selling point is for people to learn from it. Some informational materials do not exactly come free, especially if there are copyrights or intellectual properties involved.

From the descriptions above, this might help now balancing or determining which is promotional from informational. Many promotional matters have a theme that makes it very inviting. Informational on the other hand has a theme that is on the instructional side.

I hope that this differentiation has made some clear distinctions between promotional and informational presentations.