According to Professor Philip kotler:-

“Promotion includes all the activities the company undertakes to communicate and promote its
products to the target market.”

FUNCTION OF PROMOTION:-
Promotion is a tool to influence target customer and to face competition. It performs four
functions:-

 Information

 Persuasion

 Reminding

 Reinforcing

PROMOTION MIX
The promotion mix is the combination of advertising, public relations, sales promotion, personal
selling and direct marketing tools that help achieve marketing objective
1. ADVERTISING: - Advertising in any paid form of non personal communication by an
identified sponsor to promote product

2. PUBLIC RELATION:-

It refers to programmes designed to promote or protect a company image and

products. Publicity is any unpaid form of communication through media about an organization,
its policies and products.

3. PERSONAL SELLING: - personal selling is personal communication with customers to

persuade them to buy products. It permits interaction and relationship building. Sales persons
provide feedback about the market, competitors and customers.

4. DIRECT MARKETING: - It is persuasion by manufacturer to specific customers. The tools

of direct marketing are:

1. Face to face selling
2. Mail
3. Catalogue marketing
4. Telephone
5. E-mail

5. SALES PROMOTIONS: - Sales promotion has been increasing in popularity as a tool.

Marketers are using it aggressively. Sales promotion refers to short term incentives to stimulate
demand. It is used to create a stronger and quicker purchase response. It can be directed at
consumers, middleman and sales personnel. It supplements advertising and facilitates personal
selling.