Explain the elements of Promotion-Mix.

Answer – Promotion mix combines communication tools to inform customers, persuade them and build relationships.

• Advertising: paid, impersonal communication by an identified sponsor, reaching a large audience.
• Personal selling: direct personal interaction that allows explanation, persuasion and immediate feedback.
• Sales promotion: short-term incentives such as discounts, samples or offers that stimulate purchase.
• Public relations: planned efforts to maintain understanding and favourable relationships with customers, employees, investors, media and other publics.

The mix depends on the product, target market, budget and communication objective. The tools should communicate a consistent and truthful message.