The document discusses various tools used in promotion mix, including advertising, sales promotion, personal selling, and publicity. Advertising uses mass media to reach customers, while sales promotion uses short-term incentives to encourage immediate purchases. Personal selling involves direct oral communication between sellers and potential buyers. Publicity uses unpaid, non-personal media coverage to promote products and services. The most effective promotion tools depend on the specific product or service.

1. PROMOTION MIX
-Yashaswini Agarwal
2013

2. What is promotion?
It refers to the use of
communication with
the twin objectives of
informing potential
customers about a
product and
persuading them to
buy it.

3. TOOLS OF PROMOTION
MIX
•Advertising
•Sales Promotion
•Personal Selling
•Publicity

4. ADVERTISING
• It is impersonal form of
promotion- In advertising
there is no personal
connection between the
firm and the public who
reads or sees the
advertisement.
• It is the most visible form
of all promotional tools –
The advertising of a
particular product can be
done through putting up
of posters, banners,
television ads, radio or on
the internet.

5. • Medium used are radio, T.V,
internet, newspaper
advertising – The most
effective method of
advertising is through media.
It can be done through
television ads, internet links,
radio and newspapers.
• Identifies sponsor – It is
undertaken by some
identified individual or
company who makes the
advertising efforts and also
bears the cost of it.

9. What is sales promotion?
It refers to the short term incentives, which are
designed to encourage the buyers to make
immediate purchase of a product or service.

10. SALE PROMOTION
• Short term incentives offered to encourage
sales – Giving the customers to try or test
your product( especially if its a consumable
product) . The customer will use the product
and if liked by them, would go to buy that
particular product.
• Gains attention and has immediate effects.
• Example: Rebate, refunds, discounts, gifts,
product quantity, lucky draws etc.

13. What is personal selling?
It involves oral presentation of message in the
form of conversation with one or more
prospective customers for the purpose of
making sales.

14. PERSONAL SELLING
• Oral face to face presentation of message with prospective
customer- Here, the firm appoints sales persons to go from
door to door and advertise their products. This helps give
a personal touch as the sales person explains to the
customers.
• It is flexible and has immediate effect- If a customer wants
to inquire in detail about a particular product they can do
so. They can clear all quires regarding the product and be
satisfied.
• Development of relationship – Direct contact helps develop
personal relationship with the prospective customers
which may important in making sales.
• Example: Door to door demonstrations, explanation and
display by salesman.

16. What is publicity?
It is a non personal and non paid form of
communication. It includes promoting the
product through media.

17. PUBLICITY
• It is unpaid – Does not involve any direct
expenditure by the marketing firm.
• No identified sponsor – As the message
goes as news item, the sponsor is not
identified.
• Done through press conference, speeches,
annual reports, events, publications,
donations and sponsorship.

18. Hyper Panda lends a helping hand to
UAE Down Syndrome Association –
A form of publicity.

19. Indian actress Shruti Hassan was invited to
inaugurate the Malabar Gold Branch Hyderabad. This
news circulates at the Bollywood news channels as a
news item, giving publicity to the company.

20. Activity
1. Which one of the following includes
approaching the customer personally?
a. Advertising
b. Sales promotion
c. Personal Selling
d. Publicity

21. 2. Which of the following includes promotion
through mass media?
a. Advertising and sales promotion
b. Sales promotion and publicity
c. Publicity and advertising
d. Personal selling and sales promotion

22. 3. Which of the following has the most
strongest impact on the customer?
a. Advertising and sales promotion
b. Sales promotion and publicity
c. Publicity and advertising
d. Personal selling and sales promotion

23. 4. Which of the following is not a part of sales
promotion?
a. Promotion by quantity gifts
b. Promotion by posters
c. Promotion by discounts
d. Promotion by sampling

25. THE
END