The promotion mix and its components

The statement and the concept of the promotion mix

Promotion covers all the ways a firm tells buyers about its product and wins them over to it, and keeps reminding them of it. As the statement says, marketers do not rely on a single tool; they use a range of tools, each with its own strengths and costs. The promotion mix (or marketing communications mix) is the particular combination of these tools a firm chooses. The blend is chosen to suit the product, market and objectives, and under integrated marketing communication the tools are coordinated to deliver one consistent message.

Components of the promotion mix

1. Personal selling. Oral presentation, in conversation with prospective buyers, to make sales and build relationships. Strengths: two-way, flexible, can answer objections and close the sale; builds long-term relationships. Limitations: the most expensive tool per contact. Suited to costly, technical and industrial products.
2. Advertising. An impersonal form of communication paid for by the marketer, who is its identified sponsor, carried by television, print, radio, outdoor, cinema and digital media. Strengths: reaches large, scattered audiences at low cost per exposure; builds brand image; can be repeated. Limitations: impersonal, one-way, and costly in total.
3. Public relations and publicity. Planned efforts to earn and keep the goodwill of the firm's publics, press releases, events, sponsorships and community activities, with publicity as the unpaid coverage the media give the firm of their own accord, with no identified sponsor. Strengths: high credibility, because news is seen as more believable than advertisements; low cost. Limitations: the firm cannot fully control the message or its timing.
4. Sales promotion. Short-term incentives to encourage immediate purchase: discounts, coupons, samples, contests, premiums, exchange offers, trade allowances and dealer contests. Strengths: quick, measurable response; encourages trial. Limitations: short-lived effects; frequent use can cheapen the brand.
5. Direct and digital marketing. Reaching chosen individuals one by one through e-mail, mobile messaging, websites, social media, search and online video, to obtain an immediate response and build relationships. Strengths: personalised, interactive, measurable and immediate. Limitations: clutter and privacy concerns.

Factors in choosing the mix

The nature of the product (consumer or industrial), the type of market, the buyer-readiness stage, the product's life- cycle stage, the budget available, and whether the firm follows a push or a pull strategy.

Conclusion

The statement is right: marketers communicate through an array of tools. The promotion mix combines advertising, personal selling, sales promotion, public relations and direct and digital marketing so that each covers the others' weaknesses and the customer receives one clear message.