Identify and describe the four major promotion mix elements.

Question

What will be an ideal response?

Answer 1

The four possible elements of a promotion mix are advertising, personal selling, public relations, and sales promotion.Advertising is a paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media, including television, radio, the internet, newspapers, magazines, video games, direct mail, outdoor displays, and signs on mass transit vehicles.Personal selling is a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation. The phrase purchase products is interpreted broadly to encompass acceptance of ideas and issues. Personal selling is most extensively used in the business-to-business market.Public relations is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders. Maintaining a positive relationship with one or more stakeholders can affect a firm's current sales and profits, as well as its long-term survival.Sales promotion is an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers.