Elements of Promotion in Marketing Mix

Promotion Mix:

Promotion in marketing mix is defined as any action that prompts an individual to buy a product after hearing about such product through the elements of promotion.

Please read more on Promotion as a Marketing Mix here.

The elements of promotion in marketing mix are also referred to as the tools, means, processes or components of promotion. Together (or in isolation), the promotion mix successfully accomplishes the awareness created on a product or service when used appropriately. In simple terms, the elements of promotion therefore promotes whatever is being marketed.

Please read on the Principle of Marketing here.

At minimum, we have five of these elements of promotion; but we shall consider 6 in this article. They include:

1. Advertising
2. Public Promotions (PR)
3. Publicity
4. Sales Promotion and Merchandizing
5. Personal Sales
6. Events

1. Advertising

In simple words, advertising refers to the act of creating awareness about a product through a variety of media which includes:

• Radio
• Television
• Social Media
• Prints, Newspaper and Magazines
• Word of Mouth
• Posters and Handbills

Advertising is visibly the most popular tool or element of promotion in our world today. In fact, the bulk of promotional budget is allocated to the various media of advertising like social media, radio, handbills and so on.

The awareness created during advertising is preferably directed towards the consumers of the specific product through as process called targeted advertising.

Please read more on Advertising here.

Note: In certain instances, advertising may be carried out on a product through an act of good will, which will inturn remind people on the mission of the advertised product or brand.

You can read on the Obligations, Duties and Responsibilities of a Citizen here.

2. Public Relations (PR)

The goal of public relations (as a promotional tool of marketing) focuses on building a favorable image of one's business and its products through their relationships or activities with the public.

An instance of public relations is seen when a water producing factory opens free water outlet for the consumption of those living within the community. In doing this, the owner's business is being promoted.

Please read on Community and Volunteer Service here.

The organization(s) involved carry out some expenses when using public relations as a promotional tool. Typically, public relations is considered as a duty of the organization towards a the public (or specific group of people). To this end, the main goal of public relations (as a promotional tool) is to build and maintain a favourable image of an organization with the public.

3. Publicity

Publicity is quite different from Public Relations (PR). Unlike public relations, publicity as a promotional tool is free of charge; and are not typically done by the company whose product is marketed.

Please read on Marketing and Branches of Marketing here.

The beauty of publicity is the fact that an organization does not need to market itself or product. They don't pay a dime for promoting their services; rather the public does it for them through various reporters, journalist, columnists, media practitioners and so on. For instance, Len Academy encourages every student to like it's Facebook, Twitter and Google News pages. Through this process, Len Academy indirectly promotes Facebook, Twitter and Google News respectively with each brand making no form of payment.

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Note: Publicity are also carried out on various radio and television programmes as part of their promotional strategy.

4. Sales Promotion or Merchandizing

This promotional strategy focuses on offering discounts and special offers with the aim of enticing consumers towards patronizing a product or service.

Sales promotions and merchandizing is achieved through activities like coupons codes that offers discounts on a product, free usage of product for some specific time frame, incentives on purchases, prizes, loyalty programs, raffle draws and rebates.

You can read on Outbound Marketing here.

Note: Some of the target audience may be attracted to a specific promotional method when compared to others.

The main aim of sales promotion is to entice consumers towards buying a product. An excessive use of this promotional tool (sales promotion) may result to an eventual loss in the business.

5. Personal Sale

Personal Sale as a tool of promotion simply means promoting your product yourself or employing a salesperson to help promote and sell your product. In fact, certain people refer to themselves as promoters due to the nature of their job.

You can read on the Concept of the Wholesaler here.

Personal sale is typically an oral, face to face method of convincing potential customers to buy a product.

When one hires an ideal promoter or salesperson, the profit made from the sale of his or her product may significantly outweigh the cost spent in the form of wages (or salaries) on the salesperson or promoter.

Note: An advantage of personal sale when measuring promotional feedback is the fact that an immediate feedback is derived from this promotional tool.

Please read on Sole Proprietorship, it's Advantages and Disadvantages here.

6. Events

Various organizations put out events for one reason or another; but one fact remains constant. The fact is:

They put out events to promote their products while also supporting the target (or consumers) of their products.

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Based on the above fact, numerous events which acted as promotional tools for the respective companies are organized. They include:

• MTN Project Fame (Nigeria)
• Bournvita Brain Match (Nigeria)
• Cowbell Mathematics Competition (Nigeria)
• Barclays Premier League (England)
• Who wants to be a Millionaire (MTN Nigeria)