12 Promotion Mix Elements

Promotion Mix
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arketing-management/promotion-mix/20846
Promotion
The term ‘Promotional mix’ is used to refer to the
combination of different kinds of promotional tools
used by a firm to advertise and sell its products.
Philip Kotler opines, “A company’s total marketing

communication mix also called promotion mix consists
of specific blends of Advertising, Personal selling,
Sales promotion, Public relations and Direct
marketing tools that the company use to pursue its
advertising and marketing objectives.”
Promotional MIX
Promotion is an important part of the marketing mix of a
business enterprise.
It is the spark plug of the marketing mix. It is a process of

communication involving information, persuasion, and influence.
It includes all types of personal or impersonal communication

with customers as well as middlemen in distribution.
The purpose of promotion is to inform, persuade and influence

the prospective customers.
Personal selling, advertising publicity and sales promotion are
widely used to inform the people about the availability of
products and create among them the desire to buy the products.
Elements of Promotional Mix
1. Advertising : American marketing association defines advertising as, “any paid
form of non-personal presentation of ideas, goods or services by an identified
sponsor. Advertising is a prime part of promotion mix.
2. Publicity: The Process of Non Personal Communication in a un-paid form

through some identified medias (Vehicles) to identified target group by the
Marketers. The Major Objectives of the publicity is to create a image to the
firm .
3. Personal Selling : It is the Process of Personal Communication through the
trained sales force (face to face contact).
4. Sales promotion: It involves all those elements other than Advertising, Publicity
and Personal selling. It is the short time objectives of persuading the consumers
mind towards purchasing the product or service.
5. Direct Marketing Tools : It is blent of using all the above methods through their
personal contact with potential customers.
Advertising
Advertising involves turning attention of third parties towards product for the
sole purpose of sale. (AIDA formula)
Hence it can be stated that anything and everything that turns the attention to
an Product or service or an idea might be called as an advertisement.
American marketing association defines advertising as, “any paid form of non-
personal presentation of ideas, goods or services by an identified sponsor.
Advertising is a prime part of promotion mix.
The Objectives of Advertisement is to create Awareness , Attention, Interest,

Desire, Action towards purchasing the product or service.
Besides, this also aims to develop competitiveness among the marketers and
provide all necessary follow-up to improve their sales and profit margin.
Publicity
This creates Image to the marketers through their involvement in
various social activities and welfare measures .
It is an indirect source of Communication to get the maximum

customer base for their future marketing goals.
The Major constraints are: Organisation has little control over

what gets publicised, often has hidden costs, results are difficult
to measure, does not have a direct impact on sales.
Sales promotion
Sales promotion is a short-term incentive to initiate trial or purchase.
Sales promotion is one of the elements of the promotional mix.
The primary elements in the promotional mix are advertising, personal selling, direct
marketing and publicity/public relations.
Sales promotion is one level or type of marketing aimed either at the consumer or at

the distribution channel (in the form of sales-incentives). It is used to introduce new
product, clear out inventories, attract traffic, and to lift sales temporarily.
The objectives of a sales promotion is to increase consumer demand, stimulate market

demand, to get potential buyers to respond for a call to action, increase the size of
purchases and improve product availability using media and non-media marketing
communications.
The major elements involved in sales promotion are offering Discounts, Allowances,
Free gifts, POS (Point of sales), window shopping display and developing attacative flyers
to promote their product or services
Personal Selling
Personal selling is a face-to-face selling technique by which a salesperson uses his or her
interpersonal skills to persuade a customer in buying a particular product. ... Personal
selling can take place through two different channels – through retail and through direct-
to-consumer channel.
Personal selling is where businesses use people (the "sales force") to sell the product
after meeting face-to-face with the customer. ... Great examples include cars, office
equipment (e.g. photocopiers) and many products that are sold by businesses to other
industrial customers.
The personal selling process is a 7 step approach: prospecting, pre-approach, approach,

presentation, meeting objections, closing the sale, and follow-up. Each step of
the process has sales-related issues, skills, and training needs, as well as marketing
solutions to improve each discrete step.
It involves in a process of three stages like pre sale activity, Sale activity and Post sale
activities.
Direct Marketing
Direct marketing is a form of communicating an offer, where organizations
communicate directly to a pre-selected customer and supply a method for a
direct response. Among practitioners, it is also known as direct response
marketing. By contrast, advertising is of a mass-message nature.
Examples of the direct marketing are: Emails, online adverts, flyers,

database marketing, promotional letters, newspapers, outdoor advertising,
phone text messaging, magazine adverts, coupons, phone calls, postcards,
websites, and catalog distribution are some examples of direct
marketing strategies.

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Promotion Mix

Philip Kotler opines, “A company’s total marketing

It is the spark plug of the marketing mix. It is a process of

It includes all types of personal or impersonal communication

The purpose of promotion is to inform, persuade and influence

2. Publicity: The Process of Non Personal Communication in a un-paid form

The Objectives of Advertisement is to create Awareness , Attention, Interest,

It is an indirect source of Communication to get the maximum

The Major constraints are: Organisation has little control over

Sales promotion is one of the elements of the promotional mix.

Sales promotion is one level or type of marketing aimed either at the consumer or at

The objectives of a sales promotion is to increase consumer demand, stimulate market

The personal selling process is a 7 step approach: prospecting, pre-approach, approach,

Examples of the direct marketing are: Emails, online adverts, flyers,

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