The promotion mix:
(5 promotion tools)
Advertising: Any paid form of nonpersonal presentation and
promotion of ideas, goods or services by an identified sponsor
exp: tv advertisement
Sales promotion: Short-term incentives to encourage
the purchase or sale of a product
exp: samples, coupons, packages
Personal selling: Personal presentation by a company’s sales force
in order to make sales and build customer relationships
exp: roadshows, sales visits
Public relations: Building good relations with the company’s various publics
by obtaining favourable publicity, building up a good corporate image
and heading off unfavourable events or rumours.
exp: media event, press release, community engagement
Direct and digital marketing: Engaging directly with carefully targeted
individual customers and communities to get an immediate response
and build long-lasting customer relationships.
exp: official social media channels, EDMs, branded websites