Wunacademy CBSE > Cass XII Commerce > Business Studies» Business Finance & Marketing > Marketing Management EM mee Product mix elements-promotion and promotional mix LESSON 10 OF 12 Download the Unacademy Learning App to watch this and over 200k more lessons in UPSC, SSC CGL, GATE, Google Play | © CAT and many more categories.SS eM, F unacademy, PROMOTION MIX-ADVERTISING -BY RADHIKA GUPTAunacademy, PROMOTION Promotion of products and services include activities that communicate availability, features, merits, etc, of products to the target customers and persuade them to buy it. PROMOTION MIX: it refers to a combination of promotional tools used by an organization to achieve its communication objectives. Tools of promotional mix: Advertising Personal selling Publicity Sales promotion Public relation© unacademy ADVERTISING © It is an impersonal form of communication which is paid for , by the marketers to promote some goods and services. Features ¥ Paid form v Impersonality ¥ Identified sponsor Merits of advertising ¥ Mass reach ¥ Customer satisfaction & confidence ¥ Expressiveness ¥ Economyunacademy, Demerits ¥ Less forceful ¥ Lack of feedback ¥ Inflexibility ¥ Low effectiveness Objections of advertising ¥ Adds to cost : It unnecessarily adds to cost of product , which is ultimately passed on to the buyers in form of high prices y Undermines social values :Advertising promotes materialism ¥ Confuses customer : Many products are being advertised which makes similar claims that the buyer gets confused as to which one is true, v Encourages sale of inferior goods :Advertising does not distinguish between superior and inferior products & persuade people to purchase even the inferior products. ¥ Some advertisement are bad in taste:© unacademy Types of advertising © Print © Billboards * Radio © Televisionunacademy, PUBLICITY This is generally a free communication tool and the firm generally does not pay for it, This kind of marketing campaign includes product reviews, free surveys, newspaper articles, etc, However, with the rising marketplace competition, even sueh fre communication tools have become paid platforms to promote products. Features Unpaid No identified sponsor Merits More credibility Mass reach Limitation No control Limited information