A company’s total marketing communications mix – also called its promotion mix – consists of the specific blend of five different parts. Name and define these parts.
It is known that any marketing communication activity denotes promotion of this or that product, brand or a company. Effective marketing communication guarantees effective marketing. There are five different elements of the promotion mix. They are advertizing, direct marketing, personal selling, sales promotion and public relations.
Advertizing is a type of communication which does not require personal participation because it is a product of media which includes such sources as television, radio, newspapers, magazines, billboards, internet. The major goal of any advertising is to inform the public and to persuade that the advertised product is good. Usually it is done by means of a message. It is also important that the advertiser should pay for his advertisement. It is considered to be “above the line promotion”.
Direct marketing is a so-called process of selling which denotes direct relations between the customers and the business organization by means of promotion letters, messages, websites, catalogs, online ads and so on. Direct marketing is used by all types of businesses that is why it is very popular.
Personal selling denoted a process when a seller wants to persuade somebody to buy his product. It is an oral communication. Personal selling is related to a bargain with one potential buyer. For example, door-to-door sale or sales meetings are considered to be personal selling.
Sales promotion is connected with the provision of incentives to the buyers. It may be also a distribution channel which increases the product’s demand. It is considered to be a short-term promotion of the product. For example, free samples of the product which are given to the buyers or some coupons which will encourage the buyers to make a purchase.
Public relations denotes the way of product promotion by means of special information about the product which should be placed in the media. In this case the company does not have any control over the process of promotion. Public relation, or publicity is a non-personal method of communication related to a large number of people. However, the company does not pay for it.
In conclusion, it is necessary to say that the effectiveness of marketing depends on the communications effectiveness that is why all the elements of promotion mix play a significant role in the process of promotion a product, brand or a company.
Belch, G.E., Belch, M.A. (2003) Advertising and Promotion. McGraw-Hill. Irwin.
Koekemoer, L., Bird, S. (2004) Marketing Communications. Juta & Company Ltd.
Lancaster, G. (2010) Above and Below-the-Line Promotion. Durham Associates.
Retrieved from:< http://www.da-group.co.uk/index.php?option=com_content&view=article&id=18%3Athe-communication-mix&catid=2%3Amarketing-lectures&Itemid=3>
O’guinn, T. (2008) Advertising and Integrated Brand Promotion. Oxford University Press.
Pickton, D., Broderick, A. (2005) Integrated Marketing Communications. Second Edition. Prentice Hall.
Schultz, D.E., Tannenbaum, S., Lauterborn, R. (2007) Integrated Marketing Communications: Putting it Together and Making it Work. NTC Business Books.
Scott, D. (2010) The New Rules of Marketing and PR: How to Use Social Media, News Releases, Online Video, Viral Marketing to Reach Buyers Directly. Second Edition. Wiley.
What is Promotion Mix? (2010) Wise Geek. Retrieved from:<http://www.wisegeek.com/what-is-a-promotion-mix.htm>
Young, A. (2010) Brand Media Strategy: Integrated Communications Planning in the Digital Era (Advertising Age). Palgrave Macmillan.