What is promotion mix and its Major Promotion Tools?




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.
 
Major Promotion Tools

Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
•    Broadcast
•    Print
•    Internet
•    Outdoor


Sales promotion is the short-term incentives to encourage the purchase or sale of a product or service
•    Discounts
•    Coupons
•    Displays
•    Demonstrations

Public relations involves building good 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
•    Sponsorships
•    Special events
•    Web pages

Personal selling is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships
•    Sales presentations
•    Trade shows
•    Incentive programs

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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