The 5 Promotional Strategies of the Promotional Mix

Advertising is a form of mass communication that is used to promote ideas, goods, and services by an identified sponsor. It is the most popular and widely practiced market promotion tool, and most of the promotional budget is spent solely on advertising. Various audiovisual, print, and outdoor media can be used for advertising purposes. Sales promotion covers marketing activities other than advertising, personal selling, and advertising. It involves short-term and non-routine incentives that are offered to both customers and dealers.

Popular methods used for sales promotion include demonstrations, trade shows, exhibitions, exchange offers, seasonal discounts, free services, gifts, contests, etc. The main purpose of sales promotion is to induce customers to make an immediate purchase or to increase the effectiveness of the dealership. Personal selling involves personal face-to-face communication and presentation with potential customers (potential and actual customers) in order to sell products. It is a highly effective and costly tool of market promotion. Cost per contact is higher than advertising.

It is a traditional form of public relations in which organizations do not pay for advertising; instead, it comes from reporters, columnists, and journalists. Public relations can be considered as part of advertising. It involves giving public speeches, giving interviews, holding seminars, charitable donations, openings by film actors, cricketers, politicians or popular personalities, theatrical shows, etc. Advertising involves obtaining a favorable presentation about the company or the company's offers on the radio, television or stage that is not paid for by the sponsor. The 4 P's of marketing are product, price, place and promotion. Promotion seeks to communicate the company's message to the consumer.

The four main promotional tools are advertising, sales promotion, public relations and direct marketing. While advertising targets a massive audience, direct marketing targets potential customers and customers. Social media marketing, email marketing and internet marketing are all types of direct marketing used by companies. The unique combination of advertising, personal selling, sales promotion, public relations, social media and e-commerce used to promote a product is called a promotional mix. The final selection of consumer promotion tools must take into account the target audience, budget, competitive response and purpose of each tool. The calendar of promotional activities is coordinated and the results of each campaign are carefully monitored to improve the future use of promotional combination tools.

Consumer watchdogs and social critics applaud the informative role of promotion because it helps consumers make smarter purchasing decisions. You have to think hard and consider how the money spent on advertising and promotions will turn into income for the company. The unique characteristic of advertising is that it is a form of unpaid promotion; organizations often provide advertising material in the form of news, press releases, photographs and press conferences.

Esther Woodcock
Esther Woodcock

Esther has been in Marketing field for 15 years