Promotion includes communication and selling activities to persuade future prospects to buy a product. Promotion decisions involve advertising, media types, messages, budgets, sales promotion, personal selling, public relations, direct marketing, and sponsorship. The elements are integrated into a coherent campaign. As promotion costs are typically higher than product prices, companies should perform break-even analyses to determine if new customers gained through promotion will offset associated costs. While the marketing mix of the 4Ps was originally developed, some authors have proposed expanding it with additional elements like people and packaging to better reflect modern integrated marketing environments. However, the core 4Ps still provide the fundamental framework for defining a marketing mix.

1.  PromotionPromotion includes all communication and selling activities to pursuadeincludes all communication and selling activities to pursuade
future prospects to buy the product. Promotion decisions include:future prospects to buy the product. Promotion decisions include:
 AdvertisingAdvertising
 Media TypesMedia Types
 MessageMessage
 BudgetsBudgets
 Sales promotionSales promotion
 Personal sellingPersonal selling
 Public relations/publicityPublic relations/publicity
 Direct marketingDirect marketing
 SponsorshipSponsorship
 The elements of the promotions mix are integrated to form a coherentThe elements of the promotions mix are integrated to form a coherent
campaign. As with all forms of communication.campaign. As with all forms of communication.
 As these costs are huge as compared to product price, So it’s good to performAs these costs are huge as compared to product price, So it’s good to perform
a break-even analysis before allocating the budget. It helps in determininga break-even analysis before allocating the budget. It helps in determining
whether the new customers are worth of promotion cost or not.whether the new customers are worth of promotion cost or not.

2.  Marketing mix (4 P’s)Marketing mix (4 P’s) was more useful in early 19’s whenwas more useful in early 19’s when
production concept was in and physical products were in largerproduction concept was in and physical products were in larger
proportion. Today, with latestproportion. Today, with latest marketing conceptsmarketing concepts, marketing, marketing
environment has become more integrated.environment has become more integrated.
 So, in order to extend the usefulness of marketing mix, someSo, in order to extend the usefulness of marketing mix, some
authors introduced a fifth P’s and thenauthors introduced a fifth P’s and then seven P’sseven P’s (People,(People,
Packaging, Process).Packaging, Process).
 But the foundation ofBut the foundation of Marketing MixMarketing Mix still stands on the basicstill stands on the basic
4P’s.4P’s.

3. Thank you for your attention!Thank you for your attention!
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4. Thank you for your attention!Thank you for your attention!
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