Promotion:

Promotion is defined as the coordination of all seller-initiated efforts to set up channels of

information and persuasion in order to sell goods and services or promote an idea.
Promotion mix consists of the tools that are used to accomplish an organizations
communication objectives. Each element of the promotional mix is viewed as an
integrated marketing communication.
The elements of the promotion mix is given to below
The promotional mix

Adver
tising

Direct
marketi
ng

Interactive/
interactive
marketing

Sales
prom
otion

Publicity/
public
relations

Persona
l selling

Advertising: advertising is defined as any paid form of non-personal presentation and

promotion of ideas, goods or services by an identified sponsor. It is defined as any paid
form of non-personal communication about an organization, product, service or idea by
an identified sponsor. The paid aspect of this definition reflects the fact that the space or
time for an advertising message generally must be bought. The non- personal means that
advertising involves mass media that can transmit a message to large groups of
individuals, often at the same time. It is very important promotion tool particularly for
companies whose products and services are targeted at mass consumer markets. It can be
very cost-effective method for communicating with large audiences.
Advertising can be used to create brand images and symbolic appeals for a company or
brand, a very important capability for companies selling products and services that are
difficult to differentiate on functional attributes.

Direct Marketing: Direct marketing in which organizations communicate directly with

target customers to generate a response or a transaction.
Direct marketing consists of direct connections with carefully targeted individual
consumers to both obtain an immediate response and cultivate lasting customer
relationships. For example, Dell computer interacts directly with customers, by telephone
or through its Website, to design built to order systems that meet customers individual
needs. Buyers order directly from Dell and Dell quickly and efficiently delivers the new
computers to their homes or offices.
Direct marketing involves a variety of activities including database management, direct
selling, telemarketing and direct response ads through direct mail, the internet and
various broadcast and print media. One of the major tools of direct marketing is direct
response advertising, whereby a product is promoted through an ad that encourages the
consumers to purchase directly from the manufacturer.
Interactive/ internet marketing: the internet is the most dynamic and revolutionary
changes of any era in the history of marketing as well as advertising and promotion.
Interactive media allow users for a back and forth flow of information they receive in real
time. The new media allow users to perform a variety of functions such as receive and
alter information and images, make inquiries, respond to questions and of course make
purchases. While the internet is a promotional medium, it can also be viewed as a
marketing communications tool in its own right. Because of its interactive nature, it is a
very effective way of communicating with customers.
Sales promotion: sales promotion consists of short term incentives to encourage the
purchase or sales of a product or service. whereas advertising and personal selling offer
reasons to buy a product or service, sales promotion offers reasons to buy now. Sales
promotion is defined as those marketing activities that provide extra value or incentives
to the sales force, the distributors or the ultimate consumer and can stimulate immediate
sales.
Sales promotion is generally broken down into two major categories such as
i)
consumer oriented sales promotion
ii)
Trade- oriented sales promotion.
Consumer oriented sales promotion is targeted to the ultimate user of a product or service
and includes couponing, sampling, premiums, rebates, contests and sweepstakes etc.
Trade oriented sales promotion is targeted toward marketing intermediaries such as
wholesalers, distributors and retailers.
Publicity/ public relations: another important component of an organizations promotional
mix is publicity and public relations.
Publicity refers to nonpersonal communications regarding an organization, product and
service not directly paid for or run under identified sponsorship. It usually comes in the
form of a news story, editorial or announcement about an organization and its product and
services. Techniques used to gain publicity include news releases, press conferences,
feature articles, photographs, films and videotapes.

An advantage of publicity over other forms of promotion is its credibility. Consumers

generally tend to be less skeptical toward favorable information about a product or
service when it comes from a source they receive as unbiased.
Another advantage of publicity is its low cost, since the company is not paying time or
space in a mass medium such as TV, radio or newspapers.
Publicity is not always under the control of an organization and its sometimes
unfavorable. Negative stories about a company and its products can be very damaging.
Public relation: another major mass-promotion tool is public relations- building good
relations with the companys various publics by obtaining favorable publicity, building up
a good corporate image and handling or heading off unfavorable rumors, stories and
events. Public relation is defined as the management function which evaluates public
attitudes, identifies the policies and procedures of an individual or organization with the
public interest and relations generally has a broader objective than publicity as its
purpose is to establish and maintain a positive image of the company among its various
publics.
Public relations uses publicity and variety of other tools including special publications,
participation in community activities, fund raising, sponsorship of special events and
various public affairs activities to enhance an organizations image
Personal selling: the final element of an organizations promotional mix is personal
selling, a form of person to person communication in which a seller attempts to assist
and persuade prospective buyers to purchase the companys product or service or to act
on an idea. This interaction gives the marketer communication flexibility, the seller can
see or hear the potential buyers reactions and modify the message accordingly.