Comparative study of tools of promotion mix

Akash Srivastava

Promotion mix
In a business' total marketing communications program is called the "promotional mix" and consists of a blend of advertising, personal selling, sales promotion , public relations tools and direct selling program that maximizes the impact on consumer and other end users at a minimal cost.

Elements of Marketing Communications or Promotion Mix:

Advertising Sales Promotion Personal Selling DRM (Direct Response Marketing) PR (Public Relations)

Advertising
"Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

Sales Promotion
Sales promotion refers to many kinds of incentives and techniques directed towards consumers and traders with the intention to produce immediate or short-term sales effects

Personal Selling
Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale"

DRM (Direct Respone Marketing)

Direct-response marketing is a form of marketing designed to solicit a direct response which is specific and quantifiable. The delivery of the response is direct between the viewer and the advertiser, that is, the customer responds to the marketer directly. ...

PR (Public Relations)
Communications often in the form of news distributed in a non-personal form which may include newspaper, magazine, radio, television, Internet or other form of media for which the sponsoring organization does not pay a fee.

Advertising Vs Sales promotion

Purpose: Increase Sales , brand building Increase Sales Long term, Short term Expensive in most cases, Not very expensive in most cases.

Time:
Price:

Advertising Vs Sales promotion

Sales: Assumption that it will lead to sales Directly related to sales. Giving an advertisement in the newspaper about the major products of a company Giving free products, coupons etc.

Example:

Advertising Vs Personal Selling

Media, unidirectional , non personal, Large group, Sales person, Bidirectional, personal, one on one, Time consuming

Advertising Vs Direct Marketing

Uses traditional formal channels of advertising, such as TV, newspapers or radio. Uses catalogue distribution, promotional letters, and street advertising. It send it message with help of channels. It sends its message directly to consumers.

Advertising Vs Direct Marketing

Mostly uses by establish brands Direct marketing is predominantly used by small to medium-size enterprises with limited advertising budgets that do not have a wellrecognized brand message.

Advertising Vs Public Relation

Paid Space Free Coverage Creative Control No Control Advertisement can run as long as budget allows An editor won't publish same press release three or four times in their magazine. Creativity a Nose for News

Sales promotion Vs Personal Selling

No scope to adjust the messages, The greatest freedom to adjust a message to satisfy customers informational needs, dynamic.
Cheaper, most expensive tool

Sales promotion Vs Personal Selling

Provide immediate incentive, More interactive Short term benefit, long term benefit

Sales promotion Vs Direct Marketing

It is direct inducement to buy, It is used to obtain a response. Public, sometime private Uses samples, coupons, cash refunds, price packs, premiums etc. uses online marketing, face to face selling, telemarketing, direct mail marketing , catalog marketing.

Sales promotion Vs Public Relation

Uses samples, coupons, cash refunds, price packs, premiums etc. Press agency, product publicity , public affairs etc. Involve cost , no cost is involved Controllable , non-controllable

Personal Selling Vs Direct Marketing

Personnel selling involve a sales person to closes the sell. middle men are removed and the product is directly sold to the end users or consumers eg. retail outlets, distributors or brokers.

Direct Marketing Vs Public Relation

Controlled , non control Influence the buying decision , Influence the image.

References:
Marketing Management
- Kotler, Keller, Koshy and Jha

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Thank You.