Promotional Mix

The four aspects of promotional mix:

1. Sales Promotion

2. Advertising

3. Personal selling

4. Publicity/Public relations

Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include: 1. contests 2. point of purchase displays 3. rebates 4. free travel, such as free flights

Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmick by many.