Question

Give the four components of a promotional mix.

Mention the elements of promotion mix.

Describe the elements of promotion mix.

Answer 1

Promotion mix consists of all the activities aimed at persuading customers to buy the product. The various elements of promotion mix are as under:

1. 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.
2. 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.
3. 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.
4. 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.