Marketing Assignment Help >> Promotion Mix

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PROMOTION MIX:

Promotion mix is a mixture of promotional activities like direct marketing, personal selling, sales promotion, advertisement, public relations, exhibitions and corporate image.

It is an important part of integrated marketing communications.

It is a part of integrated marketing communications. It helps in the co-ordination and communication of all promotional efforts which includes advertising that is meant to say sales promotion, direct mail, public relations which is a media of communicating messages through marketing channels, companies reach the customers by these channels and they communicate through various media like advertising, magazines, television, radio and many more channels.

It is a process of communication which helps in achieving the goals of the company. Promotional mix is basically introduced for all types of customers especially for mass media who helps in understanding the need and wants of the product. It also helps the company in achieving the profit, in reaching the goals, in maintaining the profits and many more. The company’s main motive is to reach the target of the company as well the organization. The company also talks about the main profits when compared to many more things like the competitors, the company’s competitors who are the barriers in the company’s success as well who are the main source of challenge for the company so they need to introduce the strategy of promotional mix which helps them in achieving the targets, which helps them in reaching the point of destination as well also helps in attaining the goals and achievements so they use various tools of promotions like advertising, magazines, television, radio and many more channels.

The “message” in a sales promotion features price reduction, a prize, or some other incentive for consumers to try a brand or for a retailer to feature the brand in the store. Sales promotion has proven to be a popular complement to mass media advertising because it accomplishes things advertising cannot. Sales promotion is designed to affect demand differently than advertising does. The role of sales promotion is primarily to elicit an immediate purchase from the customer. Other sales promotion such as frequency programs provide an affiliation value with a brand which increases a consumers ability and desire to identify the particular brand.

It makes a marketer’s real image and creates a perception to purchase that particular item either product or services. If a marketer wants to increase their sales, he needs to advertise his products and brand in a very proper manner by the help of real marketing tools and advertising media through different channels and different media agencies.

Suppose you are using the advertising of perfumes, you can see that people do advertising by the help of hoardings, banners, advertisement, magazines, television, radio and many more channels., various types of channels like they give their details of pricing and brand through promotional activities with proper details of brands, advertisement, characters, brand endorsement etc with all the features which they are going to provide in the product.

When we talk about advertising in promotional mix activities, we say that it is a part of promotional mix which talks about the communication which is not personal communication and known as a non-personal communication. It helps in the parts of billboards, hoardings, radio cinema, theaters posting, posters, magazines, television and other sort of channels through which the company generate its ideas of thoughts and expression of the technologies uses and its features as well as the other ideas of expression of marketing and promotion mix.

When we talk about personal selling it is not a part of non personal communication but it is a part of personal communication where the marketers try to identify its potential customers from their research and talks to them directly with face to face communication and direct interaction. They focus on the part of the customer’s reaction as well also helps in believing the intentions of the marketing and relationship of their marketing as well as its techniques.

When we talk about sales promotion, Sales promotion helps in designing to affect demand differently than advertising does. The role of sales promotion is primarily to elicit an immediate purchase from the customer. Other sales promotion such as frequency programs provide an affiliation value with a brand which increases a consumers ability and desire to identify the particular brand. The main aim is to create a profit from this sales promotion and to achieve the success. It helps the customer in their purchase of the product and helps the seller in the availability of the products.

When we talk about corporate image which is a part of promotion mix we talk about the brand or a company’s reputation we discuss about the company image which we get to listen about our contacts about our closed ones and when we talk about publicity, it helps in understanding the company and its product through the help of media and its channels.