A combination of promotion tools used to reach the target market & fulfill the organization’s overall goals

1. THE PROMOTION MIX

2. THE PROMOTION MIX
A combination of promotion tools used to reach the target
market & fulfill the organization’s overall goals. The promotional
mix includes.

3. Advertising
Sales
Promotion
Public
Relations
Personal
Selling
Direct
Marketing
TYPES OF
PROMOTION MIX

4. ADVERTISING
 Any paid form of non-
personal presentation &
promotion of ideas,goods, or
services.
 Reaches large,
geographically dispersed
audiences,often with high
frequency.
 Impersonal; one-way
communication
The major tools are :
Outdoor Media
Internet & Website
Print Media
Broadcast Media

5. SALES PROMOTION
 Short-term incentives to encourage the purchase or sale of a product
or services.
 Makes use of a variety of formats: Discounts, premiums, coupons,
contests etc.
 Attracts attention , offers storng purchase incentives.
 Not effective at building long-term brand preferences.
 Stimulates quick response

6. PUBLIC RELATIONS
 Building good relationships with the company’s various
publics (stackholders) building up a good corporate image.
 The major tools are Press Releases, Sponsorships , Special
Events, Web Pages.
 To enhance the positive aspects & minimize negative factors
related to products & organization.

7. PERSONAL SELLING
 The personal presentation by the firm’s sales force for the
purpose of making sales & building strong customer
relationships.
 Most effective tool for building buyers preferences, convictions
& action.
 Personal interaction allows for feedback & adjustments.
 relationship-oriented.

8. DIRECT MAKING
o Involves making direct connections with carefully targteted
individual consumers to both obtain an immediate response &
cultivate lasting customer relationship.
o Many forms: Telephone marketing, direct mail, online
marketing etc.