Maheen Anjum

A&F-B

22I-0246

Assignment 2
Q-What is a promotion mix? Identify and briefly describe elements of the Promotion Mix.

The goal of marketing is to develop lasting relationships with customers. The idea is that happy
consumers will keep using the business' services and spreading the word about it to other people
directly or indirectly. It should concentrate on handling client connections in a way that will be
advantageous to the company. Elements of promotion mix are:

Advertising: any type of commination between the customers and sellers through different media
channels to promote the goods and services of the business. It is basically any paid form of promoting
the goods and services by maybe any sponsor or maybe through print media, electronic media or
outdoor media.

Publicity: It basically involves delivering a message to someone because it is important and is free for the
sender to publish or broadcast. Also includes responding to the media requests, supply them with
information on any social events there is no media cost for this but company loses the control of
content and publication.

Sales promotion: Various ways of marketing strategies that are made to better the marketing tactics to
add value to the product and services to achieve the target sales and the marketing objectives.
Campaigns are held where programs are planned, their duration, incentives are decided and any
implementations and pre testing. Some techniques that are used are bonus packs, free samples,
coupons, competitions and draws.

Public relations: The conscious, organized, and ongoing attempt to create and keep an understanding
between a company and its audiences. It helps build the businesses overall operation, promotion and
tackle social and environmental issue with that also helps to retain talented employees and develops
good relations with suppliers and customers and respond to the negative publicity if any business is
facing.

Selling and Sales Management: the direct channel of communication between an enterprise and its
consumers with the goal of achieving a sale.

Direct marketing: using direct mail, telephone response media, and the latest innovation, the Internet,
for direct communication. It doesn’t use any middlemen to reach or deliver the goods and services to
the customers to the market. Some channels are direct mail, catalogs, telemarketing.at home shopping
channels, videotexts etc.

There are some promotion mix strategies as well like push strategy which is basically the sales and trade
promotion pushing the product through channels for example wholesaler to retailers to customers.

Secondly there is pull strategy that is where a lot of money is spend on advertising and promotion to
increase the customers demand .
A product goes through a life cycle during the promotion mix , the first is introduction, growth , maturity
and then lastly decline .