The document discusses various aspects of promotion mix, including the key elements of promotion mix such as advertising, sales promotion, public relations, and personal selling. It defines these elements and provides examples. The objectives of promotion are also outlined as building awareness, creating interest, providing information, and stimulating demand. Factors that guide selection of promotion mix include the nature of the product market, overall marketing strategy, buyer readiness stage, and product life cycle stage.

2. CONTENT
⬩ INTRODUCTION
⬩ OBJECTIVES
⬩ TOOLS & TECHNIQUES
⬩ ADVERTISING AND ITS TYPES
⬩ SALES PROMOTION AND ITS TOOLS
⬩ PUBLIC RELATION
⬩ PERSONAL SELLING
⬩ DIRECT MARKETING

3. Definition :
Promotion involves disseminating information about a product,
product line, brand, or company. It is one of the four key aspects of
the marketing mix.
The other three elements are product marketing, pricing, and
distribution.
To generate sales and profits, the benefits of product have to be
communicated to customers. In marketing this is commonly known as
“Promotion”.

4. What is Promotion Mix ?
• The term ‘promotional mix’ is used to refer to the combination of different
kinds of promotional tools used by a firm to advertise and sell its products.
• The main promotional tools or activities which make up promotion mix are
personal selling, advertising, publicity and sales promotion. These are also
known as elements of promotion mix.
• The concept of promotional mix assumes that there is a variety of means
for communicating with consumers. Promotional mix refers to the
combination of various types and amounts of various forms of promotion
used by a marketer.

5. 1. Build Awareness : New products and new companies
are often unknown to a market, which means initial
promotional efforts must focus on establishing an
identity.
2. Create Interest : Consumer buying behaviour depends
on the type of customer so the customer must first
recognize they have a need before they actively start to
consider a purchase.
3. Provide Information : Some promotions are designed to
assist customers in the search stage of the purchasing
process. In other situations where the product competes
in an existing market, informational promotion may be
used to help with a product positing strategy.

6. 4. To Face Competition : Market promotion
enables the firm to face competition effectively.
In today’s market situation, it is difficult to
stand without the suitable promotional efforts.
5. Stimulate Demand : It is the primary objective of
market promotion. Through the use of
appropriate means of market promotion, such
as advertising, sales promotion, personal
selling, and so forth, the company can stimulate
demand for the product.

7. Public Relations
Personal Selling
Direct Marketing

8. The factors that guide a marketer’s decision
in selecting a promotion mix are :
 Nature of the product market.
 Overall marketing strategy.
 Buyer readiness stage.
 Product life cycle stage.

9.  Any paid form of non- personal presentation and
promotion of ideas, goods, or services.
 Reaches large, geographically dispersed audiences,
often with high frequency.
 Impersonal; one way communication.
 This is a powerful elements of the promotion mix.
Advertising is paid form of publicity.
Advertisement are identifiable with their sponsor of
originator which is not always the case with publicity or
propaganda.

10. Print Broadcast Outdoor Covert Public Service

11.  Print Advertising : Print advertising means advertisements that
are printed in hard copy in publications (newspapers, magazines, journals)
likely to be read by your target audience. Benefits: If you buy an advert in a
magazine with a big circulation, you increase the likelihood that you will
reach a wide audience.
 Broadcast Advertising : Broadcast advertising is the advertising of
services or products that uses out-of-home mediums to reach broad
audiences: i.e. T.V , Radio, Billboards, etc. Billboards are a type of
broadcast advertising like TV or radio.
 Outdoor Advertising : Any advertising done outdoors that publicizes
your business's products and services. Types of outdoor advertising include
billboards, bus benches, interiors and exteriors of buses, taxis and business
vehicles, and signage posted on the exterior of your own brick-and-mortar
location.

12.  Covert advertising as a vehicle in the advertising medium has
been used among other vehicles to create awareness about
products/brands among prospective consumers and as a reminder
among customers. Its impact cannot be underestimated and the
consequences thereof about products/ brands.
 Public Service Advertising : Public Service Advertising is
using the techniques of commercial advertising for non-commercial
purposes. It is mainly used as a tool to promote social welfare.
Business concerns may also undertake it in public interest.

13. “ A direct inducement that offers an extra value or
incentive for the product to the sales force,
distributors, or the ultimate consumer with the
primary objective of creating an immediate sale. ”
An extra incentive
to buy.
A tool to speed up
sales.
Targeted to different
parties.

16. General
public
Employees Customers
Suppliers Stakeholders

17.  Personal selling is that selling technique which is involved between
person to person and between the prospective buyer and seller.
 Personal selling involves developing customers relationship,
discovering and communicating customer needs, matching the
appropriate products with these needs.
 Personal selling is the most significant promotional tool in terms of
number of people employed.
 Eg: Business Firms, Factories, Retailers, Bank, etc.

18.  Retail Selling :
Selling to ultimate consumer.
 Field Selling :
Business to business selling that take place in the
prospective customer’s place of business.
 Telemarketing :
Using the Telephone as the primary means of
communicating with prospective customers.
 Inside Selling :
Business to business selling in the Sales person’s
place of business.

19. Prospecting
Identifying and
Qualifying.
Pre- approach
and call
planning.
Handling of
Objectives.
Presentation
approach and
Demonstration.
The Close. Follow Up.

20.  Direct Marketing is a system of marketing by which organizations
communicate directly with target customers to generate a response or
transaction.
 Direct Marketing uses a set of direct-response media, including
direct mail, telemarketing, interactive T.V, print, internet and other
media. These media are the tools by which direct marketers implement
the communication process.