Promotion mix consists of all the activities aimed at persuading customers to buy the product. It includes communication activities undertaken to inform and convince customers.
Element of Promotion Mix:
The various elements of promotion mix are as under:
It includes activities concerned with providing product information to customers through newspapers, radio, television and other media. It is paid for by the seller and is a non-personal form of 'communication.
2. Personal Selling
It refers to the face-to-face communication between a seller or his representative and the buyer. Sales persons of an enterprise assist and persuade the prospective buyers to buy the product.
3. Sales Promotion
It means increasing immediate sales through short-term incentives such as samples, special discount, offers, prize contests, coupons, etc. These are aimed at supporting advertising and personal selling and are of non-recurring nature.
4. Public Relations
It involves a variety of programmes designed to promote or protect a company’s image and individual products in the eyes of the public.