DEFINITION OF PROMOTION MIX
Promotion mix deals with the communication aspect. The purpose is to make the goods and services known to prospective customers, i.e ., creation of awareness. It stimulates market interest in the product by determining the relative contributions to be made by advertising, personal selling and sales promotion. Other components are choosing advertising message, media and managing the sales force.
FORMS OF PROMOTION
The various forms of promotion available to a marketing executive to choose from or adopt are:
- Personal Selling.
- Sales Promotion.
- Public Relations.
- Product Differentiation and Branding.