DEFINE THE FIVE PROMOTION MIX TOOLS FOR COMMUNICATING CUSTOMER VALUE

1. AUTHORS
Vincent Kimutai Ian Musya
Nancy Suge Marther Bore
DEFINE THE FIVE PROMOTION MIX TOOLS FORCOMMUNICATING
CUSTOMER VALUE

2. What is Promotion Mix?
- A specific blend of advertising, public relations, public selling
and direct marketing tools that a firm uses to persuasively
communicate customer value and build customer relationship.
- The major promotion tools include:
• Advertising,
• Sales Promotions,
• Public Relations,
• Direct Selling and Personal Marketing.

3. Advertising
- Includes any form of personal presentation
and promotion of ideas, goods or services by
an identified sponsor.
Channels used for advertising include:
Broadcast,
Print,
Internet and
Outdoor.

4. Sales Promotion
It is the short term incentive to encourage the
purchase or sale of a product or service.
It includes;
Discounts,
Displays,
Coupons And
Demonstrations.

5. Public Relations
It involves building good rapport with the
company’s publics by obtaining a favourable
publicity, building up a good corporate image,
handling and herding off unfavorable
rumours, stories or events.
The media used for this includes; press
releases, sponsorships, special events and web
pages.

6. Personal Selling
This is the personal representation by the
marketing and sales department for the
purpose of selling a particular commodity and
building customer relationship.
It includes;
- Sales presentations,
- Trade shows or
- Incentive programs.

7. Direct Marketing
• Involves making direct connections with carefully
targeted individual customers to both obtain an
immediate response and cultivate lasting customer
relationships.
• It is done through the use of direct mail, telephone,
direct-response television, e-mail and the internet to
communicate directly with specific consumers.
• Channels used for direct marketing include catalogs and
telemarketing.

8. THE END