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.
- 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.
- 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.
- 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.