What are elements of Promotion Mix?
If the product is manufactured keeping the consumer needs in mind, is rightly priced and made available at outlets convenient to them but the consumer is not made aware of its price, features, availability etc. its marketing efforts may go waste. Here comes the role or importance of “Promotion”. Promotion is an important ingredient of marketing mix as it refers to a process of informing, persuading and influencing a consumer to make choice of the product of the company in question. Promotion is done through means of personal selling, advertising, publicity and sales promotion
Objectives of Promotion Mix
The main objectives of promotion mix are to seek buyer’s attention towards the product with a view to
• arouse his interest in the product.
• inform him about its availability.
• inform him as how is it different from others.
Elements of Promotion Mix
Advertising, personal selling, sales promotion and publicity are the major elements of promotion mix. The marketing manager must recognize the characteristics of each component and costs it involves while deciding on the promotion mix.