What are the five key elements that make up the promotional mix? Describe each one.

Question

What will be an ideal response?

Answer 1

Five key promotional elements make up the promotion mix used by marketing managers: digital and social media marketing, advertising, sales promotion, public relations (PR), and personal selling.

Digital and Social Media Marketing-Promotion through the use of digital technologies such as desktops, laptops, tablets, and smartphones that does not involve a salesperson. Often called interactive marketing, this approach enables customers to connect with a company directly in a two-way exchange.

Advertising-Paid form of relatively less personal marketing communications, often through a mass medium to one or more target markets. Example media include television, radio, magazines, newspapers, and outdoors.

Sales Promotion-Provides an inducement for an end-user consumer to buy your product or for a salesperson or someone else in the channel to sell it. Designed to augment other forms of promotion; rarely used alone. Example sales promotion tools for customers are coupons, rebates, and sweepstakes. Inducements for salespeople or channel members often involve special monies or prizes for pushing a particular offering.

Public Relations (PR)-Systematic approach to influencing attitudes, opinions, and behaviors of customers and others. Often executed through publicity, which is an unpaid and relatively less personal form of promotion, usually through news stories and mentions at public events.

Personal Selling-One-to-one personal communication with a customer by a salesperson, either in person or through other means.