Role of Promotion in Marketing Promotion is the exercise of communicating the properties of different elements of marketing mix to the customers with the motto of influencing them. This involves the following aims: a) Persuasion b) Inform c) Reminding d) Reinforcing
Promotion Mix : The promotion mix comprises the following tools: Advertising Sales Promotion Public Relations Personal Selling Direct Marketing
Promotion-mix Strategies: There are two basic promotion-mix strategies: Push Strategy – promotion efforts are directed at the channel members to induce them to purchase the products and sell them to the final customer.
Pull Strategy - promotion efforts are directed to the final consumer to induce them to buy the product.
Factors influencing the Promotion Mix Three major factors affecting the choice of promotion mix are Type of Product / Market Buyers’ Readiness Stage Product Life Cycle Stage