Question

There are five elements in the promotional mix. Describe each one and give a specific example.

Answer 1

Advertising- The concept of advertisement is any paid form of non-personal presentation and promotion by an established sponsor of ideas, goods and services. It is a way of communication with the public. It is the most popular and widely used market promotion method. Most of the advertising budget is spent on advertising alone. To advertise the product, various advertising media–television, radio, newspapers, magazines, outdoor media, and so on –are used.

Sales Promotion- Sales promotion involves promotional practices other than ads, advertising, and personal sales which promote product purchasing and productivity of dealers. Promoting sales includes mainly short-term and non-routine rewards, which are given to both dealers and customers. Protest, trade show, exhibition, swap deal, seasonal discount, free service, gifts, competitions, etc. are the common methods used for sales promotion.

Personal Selling- Personal sales include face-to-face personal communication and prospect presentation (potential and actual customers) for the purpose of selling the products. This includes private consumer interaction and brand delivery. It is considered a highly efficient and costly market promotion device.

Publicity- Advertising is also a means of mass communication. It is not a paid form of mass communication that involves receiving favorable buyers response by placing significant commercial news in mass media. It is the traditional public relations type. The agency does not pay for advertising. Publicity comes from journalists, columnists, and reporters. When part of public relations, it can be considered. Publicity involves giving public speeches, giving interviews, holding workshops, contributing charities, inaugurating film actors, cricketers, politicians or famous celebrities, stage shows, etc., attracting mass media to publish news about them.

Public Relations-PR is a comprehensive term that includes maintaining constructive relationships not only with customers, suppliers, and intermediaries, but also with a wide range of interested audiences. Note that advertising includes public relations, i.e. advertising is part of public relations.