WHAT IS PROMOTION MIX?

The specific mix of advertising, personal selling, sales promotion and public relations a company uses.

ADVERTISING

- Any paid presentation and promotion

of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.

PERSONAL SELLING

A process of helping and

persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. an be face-to-face or via telephone.

PROMOTIONS

Incentives designed to stimulate the

purchase or sale of a product, usually in the short term. Examples: oupons, s!eepstakes, contests, product samples, rebates, tie-ins, self-li"uidating premiums, trade sho!s, trade-ins, and exhibitions.

PUBLIC RELATIONS

Paid intimate stimulation of

supply for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media. Examples: #e!spaper and maga$ine articles%reports, &'s and radio presentations, charitable contributions, speeches, issue advertising, and seminars.

DIRECT MARKETING is often listed as a the fifth

part of the marketing mix

SPONSORSHIP is sometimes added as a sixth

aspect.

WHAT ARE THE COMPONENTS OF PROMOTION MIX?

1. 2. 3. 4.

Advertising Personal Selling Promotions Public Relations

ADVERTISING

Let me discuss these four components of Promotion mix in detail!!!

Advertising is defined as:

Any paid form of non per ona! pre en"a"ion and promo"ion of idea # $ood and er%i&e "'ro($' ma media (&' a ne) paper # ma$a*ine # "e!e%i ion or radio +y an iden"ified pon or,
Advertising is a form of communication used to influence individuals to purchase products or services or support political candidates or ideas. re!uently it communicates a message that includes the name of the product or service and how that product or service could potentially benefit the consumer. Advertising often attempts to persuade potential customers to purchase or to consume a particular brand of product or service. "odern advertising developed with the rise of mass production in the late #$th and early %&th centuries. 'ommercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related !ualities with the brand in the minds of consumers. (ifferent types of media can be used to deliver these messages, including traditional media such as newspapers, maga)ines, television, radio, billboards or direct mail. Advertising may be placed by an advertising agency on behalf of a company or other organi)ation.

*rgani)ations that spend money on advertising promoting items other than a consumer product or service include political parties, interest groups, religious organi)ations and governmental agencies. +on-profit organi)ations may rely on free modes of persuasion, such as a public service announcement. "oney spent on advertising has increased in recent years. In %&&,, spending on advertising was estimated at more than -#.& billion in the /nited 0tates and -12. billion worldwide, and the latter to exceed -3.& billion by %&#&

PERSONAL SELLING
Personal selling can be defined as follows:

Per ona! e!!in$ i ora! &omm(ni&a"ion )i"' po"en"ia! +(yer of a prod(&" )i"' "'e in"en"ion of ma-in$ a a!e, T'e per ona! e!!in$ may fo&( ini"ia!!y on de%e!opin$ a re!a"ion 'ip )i"' "'e po"en"ia! +(yer# +(" )i!! a!)ay (!"ima"e!y end )i"' an a""emp" "o .&!o e "'e a!e.
Personal selling is a promotional method in which one party (e.g., salesperson) uses skills and techniques for building personal relationships with another party (e.g., those in ol ed in a purchase decision) that results in both parties obtaining alue. !n most cases the " alue" for the salesperson is reali#ed through the financial rewards of the sale while the customer$s " alue" is reali#ed from the benefits obtained by consuming the product. %owe er, getting a customer to purchase a product is not always the ob&ecti e of personal selling. 'or instance, selling may be used for the purpose of simply deli ering information. (ecause selling in ol es personal contact, this promotional method often occurs through face)to) face meetings or ia a telephone con ersation, though newer technologies allow contact to take place o er the !nternet including using ideo conferencing or text messaging (e.g., online chat). *mong marketing &obs, more are employed in sales positions than any other marketing)related occupation. !n the +.,. alone, the /.0. (epartment of 4abour estimates that o er -. million or about --/ of the o erall labour force are directly in ol ed in selling and sales)related positions. 0orldwide this figure may be closer to -11 million. 2et these figures astly under)estimate the number of people who are acti ely engaged in some aspect of selling as part of their normal &ob responsibilities. 0hile millions of people can easily be seen as holding sales &obs, the promotional techniques used in selling are also part of the day)to)day acti ities of many who are usually not directly associated with selling. 'or instance, top corporate executi es whose &ob title is 345 or 355 are continually selling their company to ma&or customers, stock in estors, go ernment officials and many other stakeholders. 6he techniques they employ to gain benefits

for their company are the same used by the front)line salesperson to sell to a small customer. 3onsequently, our discussion of the promotional alue of personal selling has implications beyond marketing and sales departments.

PROMOTIONS
A good definition of sales promotion would be as follows:

/An a&"i%i"y de i$ned "o +oo " "'e a!e of a prod(&" or er%i&e, I" may in&!(de an ad%er"i in$ &ampai$n# in&rea ed PR a&"i%i"y# a free0 amp!e &ampai$n# offerin$ free $if" or "radin$ "amp # arran$in$ demon "ra"ion or e1'i+i"ion # e""in$ (p &ompe"i"ion )i"' a""ra&"i%e pri*e # "emporary pri&e red(&"ion # door0"o0door &a!!in$# "e!emar-e"in$# and per ona! !e""er on o"'er me"'od 2,
!n a time when customers are exposed daily to a nearly infinite amount of promotional messages, many marketers are disco ering that ad ertising alone is not enough to mo e members of a target market to take action, such as getting them to try a new product. !nstead, marketers ha e learned that to meet their goals they must use additional promotional methods in con&unction with ad ertising. 5ther marketers ha e found that certain characteristics of their target market (e.g., small but geographically dispersed) or characteristics of their product (e.g., highly complex) make ad ertising a less attracti e option. 'or these marketers better results may be obtained using other promotional approaches and may lead to directing all their promotional spending to non) ad ertising promotions. 'inally, the high cost of ad ertising may dri e many to seek alternati e, lower cost promotional techniques to meet their promotion goals. !n this section of our detailed Principles of "arketing 5utorials we continue our discussion of promotion decisions by looking at a second promotion mix item7 sales promotion. ,ales promotions are used widely in many industries and especially by marketers selling to consumers. 0e will see that the ob&ecti es of sales promotion are quite different than ad ertising and are specifically designed to encourage customer response.

PUBLIC RELATIONS
5he Institute of Public 6elations defines public relations as follows:

The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics
5f the four promotional mix options a ailable to marketers public relations (P8) is probably the least understood and, consequently, often recei es the least amount of attention. 9any marketers see public relations as only handling rudimentary communication acti ities, such as issuing press releases and responding to questions from the news media. (ut in reality, in a time when customers are inundated with thousands of promotional messages e eryday, public relations offers powerful methods for cutting through the clutter. !n this part our highly detailed Principles of "arketing 5utorials we see how public relations is growing in importance as a marketing tool and is now a critical component in helping marketers reach their ob&ecti es. 0e will see that P8 uses a ariety of methods to enhance the relationship between organi#ations and its target audience. *nd we will show that when handled correctly P8 can allow a marketer$s message to rise abo e other promotional methods.

DIRECT MARKETING
Direct marketing has been defined by the Institute of Direct Marketing as:

T'e p!anned re&ordin$# ana!y i and "ra&-in$ of &( "omer +e'a%ior "o de%e!op a re!a"iona! mar-e"in$ "ra"e$ie
6he process of direct marketing co ers a wide range of promotional acti ities you may be familiar with. 6hese include7 : ;irect)response ad erts on tele ision and radio : 9ail order catalogues : 4)commerce (you bought this marketing companion following tutor<u$s direct marketing campaign!) : 9aga#ine inserts : ;irect mail (sometimes also referred to as =&unk mail>) : 6elemarketing