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The Promotion mix and major tools of promotion

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A company’s overall marketing communication strategy is called promotion mix. Promotion mix is the combination of 5 major promotional tools like advertising publicity personal selling sales promotion and direct marketing.
Philip Kotler and Gray Armstrong define, The promotion mix is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships.

 Tools of promotion mix:
There are 5 major tools of promotion mix those are-
  1. Advertising
  2. Public
  3. Relations, 
  4. Personal selling
  5. Direct-marketing
Advertising:
According to Philip Kotler and Gray Armstrong, Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. For providing specific and clear concept and idea of a product or service to a community or a group of people, advertising is used by a short way. Advertising may be-
  • Broadcast
  • Print
  • Internet
  • Outdoor
Sales promotion:
Sales promotion is the short-term incentive to encourage the purchase or sale of a product or service. Increasing sales volume, this tools helps to create relationship between marketer and customer by change. The main characteristics of SP is suddenly affected consumer. Sales promotion may be-
  • Discounts
  • Coupons
  • Displays
  • Demonstrations
Public relations:
Public relations involves building strong and positive relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
  • Press releases
  • Sponsorship
  • Special events
  • Web pages
Personal selling:
Personal selling is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. This process the salesman directly influence the customer`s mind by telling listening etc.
  • Sales presentations
  • Trade shows
  • Incentive programs
Direct marketing:
Direct marketing involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships—through the use of direct mail, telephone, direct-response television, e-mail, and the Internet to communicate directly with specific consumers.
  • Catalog
  • Telemarketing
  • Kiosks



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