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प्रश्न
Give the four components of a promotional mix.
Mention the elements of promotion mix.
Describe the elements of promotion mix.
उत्तर
Promotion mix consists of all the activities aimed at persuading customers to buy the product. The various elements of promotion mix are as under:
- Advertising: It includes activities concerned with providing product information to customers through newspapers, radio, television, and other non-personal media. It is paid for by the seller.
- Personal Selling: It refers to face-to-face communication between a seller or his representative and the buyer. Salespersons of an enterprise assist and persuade the prospective buyers to buy the product.
- Sales Promotion: It means increasing sales through short-term promotional activities such as displays, demonstrations, fashion shows, exhibitions, prize contests, coupons, etc. These are aimed at supporting advertising and personal selling.
- Publicity: It means the mention of a company, a brand or product in newspapers, journals, radio, etc. A favourable report by the news media, on a company or product has a significant impact on customers. Publicity is not paid by the seller. It is relatively a minor form of promotion because the seller has no control over what the media will mention.
संबंधित प्रश्न
What is marketing mix?
What are the objectives of personal selling?
Explain branding.
A popular brand of toothpaste has 20% discount mentioned on the package. Name the element of promotion.
Read the given passage carefully and answer the following questions.
| A reputed publishing company is planning to open new showrooms in some big cities in North India. The company wishes to invite celebrity novelists to inaugurate their new outlets. It also plans to invite other celebrities from the literary world and make new book releases before August. Introductory offers will be given in the form of price reductions, limited edition of autographed copies and discount coupons. |
- Identify the promotional tools adopted by the company.
- In what way do the promotional tools adopted by the company generate sales?
"Buy appliances worth Rs.15,000 and get a discount voucher of Rs. 3,000." Which of the following sales promotion activity is being depicted here?
A car manufacturer offers to sell a particular brand of car at a discount of Rs. 10,000 for a limited period. Identify the sales promotion activity in the above example.
Assertion (A): Personal selling plays a very important role in the introduction stage of a new product.
Reason (R): Personal selling helps in persuading customers about the merits of the product.
Spice and Cheese Burgers has various outlets to sell burgers and deal with the customers directly. This channel of distribution was adopted by the organisation, keeping in mind the nature of the product. In order to boost its sales, the management has decided to introduce a ‘By one Get one free to its customers.
- Identify the channel of distribution used by Spice and Cheese Burgers.
- Briefly explain the channel of distribution identified in (i) above.
- Which element of the promotion mix is highlighted in the above case?
- State any four objectives of the element of the promotion mix identified in (iii) above.
Explain promotion mix.
