Promotional mix

In marketing , the promotional mix has been chosen by marketers to help a firm reach its goals. [1] [2] [3] [4] [5] It has been identified as a subset of the marketing mix . [1] It is believed that it is an optimal way of allocating budgets for the different elements within the mix to achieve best marketing results, and the challenge for marketers is to find the right mix of them. Activities identified as elements of the general mix vary, but typically include the following:

  • Advertising is the paid presentation and promotion of ideas, goods, or services by an identified sponsor in a mass medium. Examples include print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, mobile apps, motion pictures, web pages, banner ads, emails. [1] [2] [4] [5]
  • Personal selling is the process of helping and persuading a person to take advantage of an oral presentation, often in a face-to-face manner or by telephone. Examples include sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. [1] [2] [3] [4] [5]
  • Sales promotion is a medium-sized, non-media marketing communication used for a pre-determined Examples include coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions. [1] [2] [4] [5]
  • Public relations or publicity is a third party in an indirect way. This includes free publicity and interest to encourage discussion and interest. It can be accomplished by planting a significant news story in the media, or presenting it favorably through press releases or corporate anniversary parties . Examples include newspaper and magazine articles, TVs and radio presentations, charitable contributions, speeches, issue advertising, seminars. [1] [2] [4]
  • Direct marketing is a channel-agnostic form of advertising that enables businesses and nonprofits to communicate directly to the customer, with such methods as mobile messaging, email, interactive consumer websites, online display ads, fliers, distribution catalog, promotional letters, and outdoor advertising . [1] [4]
  • Corporate image campaigns have been considered as part of the promotional mix. [4]
  • Sponsorship of an event or race is a way to generate further positive publicity. [4]
  • Guerrilla marketing tactics are unconventional ways to bring attention to an idea or product or service, such as using graffiti, sticker bombing, posting flyers, using flash mobs, viral marketing campaigns, or other methods using the Internet in unexpected ways. [1]
  • Product placement is paying a movie studio or television show to include a product or service prominently in the show. [1]

See also

  • Advertising
  • Advertising campaign
  • Advertising management
  • Advertising media
  • Advertising media selection
  • Advertising research
  • Audience measurement
  • Brand awareness
  • Branded content
  • Consumer behavior
  • Digital marketing
  • Digital promotion
  • Integrated marketing communications
  • marketing
  • Marketing Communications
  • Media planning
  • Media buying
  • Native advertising
  • Online advertising
  • Promotion (marketing)
  • Sales promotion


  1. ^ Jump up to:i Contemporary Marketing 2011 (textbook), Louis Boone, David Kurtz, Cengage Learning, Jan 1, 2010, Elements of the promotional mix , Retrieved Aug. 26, 2014
  2. ^ Jump up to:e Essentials of Marketing, Charles Lamb, Joe Hair, Carl McDanie, Cengage Learning, Jan 1, 2011, Discuss the Elements of the promotional mix , Retrieved Aug. 26, 2014, (see page 514+)
  3. ^ Jump up to:b Sales Promotion: How to Create, Implement and Integrate Campaigns That Really Work, Roddy Mullin, Kogan Page Publishers, Apr 3, 2010, The Promotional Mix , Retrieved Aug. 26, 2014, (see page 30+)
  4. ^ Jump up to:h Harrell, Gilbert D. (2008). Marketing: Connecting with Customers . Chicago Education Press. p. 286. ISBN  9780979830402 .
  5. ^ Jump up to:d Small Business Management: Launching and Growing Entrepreneurial Ventures, Justin Longenecker, J. Petty, Palich Leslie Frank Hoy, Cengage Learning, Sep 27, 2011, The Promotional Mix , Retrieved Aug. 26, 2014, “… how to business combines its promotional methods … blending of nonpersonal, personal, and special forms of communication aimed at a target market …”