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Business Jargons

A Business Encyclopedia

Promotion Mix

Definition: The Promotion Mix refers to the blend of several promotional tools used by the business to create, maintain and increase the demand for goods and services.

The fourth element of the 4 P’s of Marketing Mix is the promotion; that focuses on creating the awareness and persuading the customers to initiate the purchase. The several tools that facilitate the promotion objective of a firm are collectively known as the Promotion Mix.

The Promotion Mix is the integration of Advertising, Personal Selling, Sales Promotion, Public Relations and Direct Marketing. The marketers need to view the following questions in order to have a balanced blend of these promotional tools.

  • What is the most effective way to inform the customers?
  • Which marketing methods to be used?
  • To whom the promotion efforts be directed?
  • What is the marketing budget? How is it to be allocated to the promotional tools?

Elements of Promotion Mix

promotion mix

  1. Advertising: The advertising is any paid form of non-personal presentation and promotion of goods and services by the identified sponsor in the exchange of a fee. Through advertising, the marketer tries to build a pull strategy; wherein the customer is instigated to try the product at least once.The complete information along with the attractive graphics of the product or service can be shown to the customers that grab their attention and influences the purchase decision.
  2. Personal Selling: This is one of the traditional forms of promotional tool wherein the salesman interacts with the customer directly by visiting them. It is a face to face interaction between the company representative and the customer with the objective to influence the customer to purchase the product or services.
  3. Sales Promotion: The sales promotion is the short term incentives given to the customers to have an increased sale for a given period.Generally, the sales promotion schemes are floated in the market at the time of festivals or the end of the season. Discounts, Coupons, Payback offers, Freebies, etc. are some of the sales promotion schemes.With the sales promotion, the company focuses on the increased short-term profits, by attracting both the existing and the new customers.
  4. Public Relations: The marketers try to build a favourable image in the market by creating relations with the general public. The companies carry out several public relations campaigns with the objective to have a support of all the people associated with it either directly or indirectly.The public comprises of the customers, employees, suppliers, distributors, shareholders, government and the society as a whole. The publicity is one of the form of public relations that the company may use with the intention to bring newsworthy information to the public.

    E.g. Large Corporates such as Dabur, L&T, Tata Consultancy, Bharti Enterprises, Services, Unitech and PSU’s such as Indian Oil, GAIL, and NTPC have joined hands with Government to clean up their surroundings, build toilets and support the swachh Bharat Mission.

  5. Direct Marketing: With the intent of technology, companies reach customers directly without any intermediaries or any paid medium.The e-mails, text messages, Fax, are some of the tools of direct marketing. The companies can send emails and messages to the customers if they need to be informed about the new offerings or the sales promotion schemes.

    E.g. The Shopperstop send SMS to its members informing about the season end sales and extra benefits to the golden card holders.

Thus, the companies can use any tool of the promotion mix depending on the nature of a product as well as the overall objective of the firm.

Related terms:

  1. Marketing Communication
  2. Public Relations
  3. Factors Affecting Promotion Mix
  4. Product Promotion
  5. Kinds of Promotion

Reader Interactions

Comments

  1. Aruna witharana says

    August 6, 2017 at 11:23 pm

    Easy to understand – thanks a lot

    Reply
  2. Edson says

    May 10, 2019 at 9:02 am

    You made it simple thanx

    Reply
  3. Sumedha Janaka Rathnayaka says

    June 20, 2019 at 1:42 pm

    Wow. Superb. Thank You for the Admin of this site. Cool.

    Reply
  4. Sam fatima says

    July 11, 2019 at 1:35 pm

    Brilliant explanation extremely simple to understand
    Thank you

    Reply
  5. Kidus says

    July 17, 2019 at 2:46 pm

    Thank you for the admin of this site

    Reply
  6. Rangana says

    August 26, 2019 at 10:22 pm

    Great. Easy to understand

    Reply
  7. Nouf says

    December 17, 2019 at 6:33 am

    Thank you

    Reply
  8. Dean Jacob says

    December 25, 2019 at 10:34 pm

    Thank you for making this simple.

    Reply
  9. Mike says

    February 2, 2020 at 11:29 pm

    Thanks

    Reply
  10. Pooh says

    April 27, 2020 at 2:10 am

    it really helped me thank you so much

    Reply
  11. Mwelwa says

    May 10, 2020 at 7:43 pm

    This was so helpful thank you!

    Reply
  12. Lee says

    May 18, 2020 at 10:42 am

    thank you for this help and remind

    Reply
  13. Tajae Gayle says

    December 11, 2020 at 7:32 pm

    Easy to understand . Thank you

    Reply
  14. Vaibhav sharma says

    December 13, 2020 at 4:15 pm

    Very nice content, which is knowledgeable and easily understandable

    Reply
  15. mira says

    December 14, 2020 at 4:03 pm

    thanks for making them so much easy.

    Reply
    • Mumtaj Ansari says

      September 29, 2023 at 5:37 am

      Simple and Easy to understand

      Reply
  16. krikly says

    February 15, 2021 at 2:59 pm

    your content is easy to understand, thanks for sharing.

    Reply
  17. Kayla Chealesy says

    March 22, 2021 at 10:53 pm

    Thank you so much its so helpful and easy to understand!

    Bravo!!

    Reply
  18. Suparna Mondal says

    March 8, 2022 at 8:26 am

    It’s so helpful and easy to understand 👍😊

    Reply
  19. Tarun says

    November 21, 2022 at 10:03 am

    It was very nice 👍

    Reply

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