Promoting a Product
The final P in our marketing mix is promotion, which people often think about when they hear the term marketing. But, as we have seen, it is only a part of the entire marketing mix. The promotion mix includes advertising, personal selling, sales promotion, and publicity. Some of these elements are paid for, with the business having direct control over the message. Some are not. Read this section to learn more about promoting a product.
- The promotion mix – the ways in which marketers communicate with customers – includes all the tools for telling people about a product and persuading potential customers to buy it.
- Advertising is paid, nonpersonal communication designed to create awareness of a product or company.
- Personal selling is one-on-one communication with existing and potential customers.
- Sales promotions provide potential customers with direct incentives to buy.
- Publicity involves getting the name of the company or its products mentioned in print or broadcast media.