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Elements of Promotion Mix or Promotional Mix

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Neha is a Post Graduate from Delhi University in Commerce. Loves to write a verity subjects.

Promotional Mix

The promotional mix is one of the 4 Ps of the marketing mix.

The promotional mix is one of the 4 Ps of the marketing mix.

What is Promotional Mix?

The integration of all the elements of the promotion mix is necessary to meet the information requirements of all target customers. This simply means that the promotion mix is not designed to satisfy only the prospective buyer or only the regular buyer. Some elements of the mix may be aimed at the target customer who is unaware of the product, while others may be aimed at potential customers who are fully aware of the product and are likely to purchase it. Suppose you are interested in buying a personal computer. Because of your interest in the product, you started paying attention to computer advertisements in newspapers and magazines. You may even read the media reports on personal computers by experts. You also may participate in training programmes or demonstrations. You may also contact the salespersons of different computers and find out the features and relative merits. Based on all this information you may then purchase a specific brand.

Which aspect of the promotional mix brought you to the decision to buy the brand you finally selected? You may say that the expertise of the salespersons was a major influence, but the fact is that all the elements of the mix played their roles in bringing about the sale. Therefore, to get a better response from the target customers, you have to adopt all the different components of the promotion mix. However, you should note that the elements of the promotion mix must be coordinated and integrated so that they reinforce and complement each other to create a blend that helps in achieving the promotional objectives of the organization.

Promotion Mix

promotion-mix

Components of Promotion Mix

There are seven main elements in a promotional mix. They are:

1. Advertising: Any paid form of non-personal communication through mass media about a service or product or an idea by a sponsor is called advertising. It is done through nonpersonal channels or media. Print advertisements, advertisements in Television, Radio, Billboard, Brochures, and Catalogs, Direct mail, In-store display, motion pictures, emails, banner ads, web pages, posters are some of the examples of advertising. Paid promotion and presentation of goods, services, ideas by a sponsor comes under the advertisement.

2. Personal Selling: This is a process by which a person persuades the buyer to accept a product or a point of view or convince the buyer to take a specific course of action through face to face contact. It is an act of helping and persuading through the use of oral presentation of products or services. The target audience may vary from product to product and situation to situation. In other words, personal selling is a person to person process by which the seller learns about the prospective buyer's wants and seeks to satisfy them by making a sale. Examples: Sales Meetings, sales presentations, sales training, and incentive programs for intermediary salespeople, samples, and telemarketing, etc. It can be of face-to-face or through telephone contact.

3. Publicity: Nonpersonal stimulation of demand for a product, service, or business unit by generating commercially significant news about it in published media or obtaining a favorable presentation of it on radio, television, or stage. Unlike advertising, this form of promotion is not paid for by the sponsor. Thus, publicity is news carried in the mass media about an organization, its products, policies, actions, personnel, etc. It can originate with the media or the marketer and is published or broadcast at no charge for media space and time. Examples: Magazine and Newspaper articles/reports, radio and television presentations, charitable contributions, speeches, issue advertising, and seminars. Publicity can be favorable (positive) or unfavorable (negative). The message is in the hands of the media and not controlled by the organization/firm.

4. Sales Promotion: is any activity that offers an incentive for a limited period to obtain the desired response from the target audience or intermediaries which includes wholesalers and retailers. It stimulates consumer demand, market demand, and improves product availability. Examples: Contests, product samples, coupons, sweepstakes, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.

5 Corporate Image: It is important to create a good image in the sight of the general public as the Image of an organization is a crucial point in marketing. If the reputation of a company is bad, consumers are less willing to buy a product from this company as they would have been, if the company had a good image.

6 Exhibitions: Exhibitions provide a chance to try the product by the customers. It is an avenue for the producers to get an instant response from the potential consumers of the products.

7 Direct Marketing: It is reaching the customer without using the traditional channels of advertising such as radio, newspaper, television, etc. This type of marketing reach targeted consumers with techniques such as promotional letters, street advertising, catalog distribution, fliers, etc.

These promotional efforts are of two general types involving:


1. Direct face to face communication
2. Indirect communication through some mass medium, such as television, newspapers, radio, etc.

Sometimes a mixture of personal/direct and nonpersonal/indirect promotion is used as we use in the sales promotion. Industrial buyers will not decide to purchase equipment on the basis of advertisements or direct mail. Personal selling is preferred in this case. On the other hand, a customer buying toothpaste or hair oil will have less contact with the company salesperson and will be influenced more by advertisements.

This content is accurate and true to the best of the author’s knowledge and is not meant to substitute for formal and individualized advice from a qualified professional.

© 2010 Neha J

Comments

Neha J (author) from Delhi on December 10, 2018:

Dear thonsambo@yahoo.com

Dear abing,

Giving below the answer to your question: What is promotional Mix? In marketing, the promotional mix describes a blend of promotional variables chosen by marketers to help a firm reach its goals. It has been identified as a subset of the marketing mix. It is believed that there is an optimal way of allocating budgets for the different elements within the promotional mix to achieve best marketing results, and the challenge for marketers is to find the right mix of them.

melanoid on October 27, 2016:

how may i use five elements of promotional mix to inform the market of my products and services?

susila on January 04, 2016:

where is word-of-mouth?

Johnf258 on September 15, 2014:

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Johnf572 on September 15, 2014:

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Irish May on August 17, 2014:

What are the six elements of promotion

MIGUEL on April 27, 2014:

CAN I GET EXAMPLES

zeke on April 27, 2014:

yours truly

Dyena Sathasakthynathan on December 01, 2013:

PUBLICITY HERE SHOULD BE THE PR I GUESS

Anup on September 01, 2013:

thank u ...good info

bo qiu on April 11, 2013:

where is the public relations

pennis on November 20, 2012:

i like the sexplanation

foodz on October 31, 2012:

how do i source this?

Majeed on June 05, 2012:

nice explanation and easy to remember.. Thank you ..

abing on January 28, 2012:

what is promotion mix?

thonsambo@yahoo.com on October 11, 2011:

What is the promotion mix?

glowingrocks from New York on May 16, 2011:

Interesting hub.

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