Promotional Mix: Promotional Mix Refers to the use of various promotional tools to raise awareness and demand for

the good or service. A mix of

promotional mix helps business in reaching a large no. of consumers effectively and educate them about their solution. Let us have a brief discussion of the
advantages & disadvantages of the various tools of the Promotional Mix.

Promotional Tool Advantages Disadvantages

Personal Marketing 1. Personalized Selling Experience 1. Limited Reach at a time

2. Two-Way Communication 2. Expensive and Time consuming
3. Personal Attention to the customer 3. Labour Intensive Method
4. Detailed Presentation 4. Difficulty in Training and Management of personnel
5. Quick feedback
6. Helps in building Trust
Promotion 1. Can stimulate quick increase in sales by targeting 1. If used for a long term, customers may get used to the effect
promotional incentives on product 2. Too much promotion may damage the brand image
2. Good for Short term tactics

Direct Marketing
PR & Publicity
Event/Experiences
(Event Marketing)
Advertising
1. Highly Personalised communication tool 1. Main disadvantage is that many people find direct marketing
Ex: Telephone, Emails efforts as junk, spam.
2. Allows direct customer interaction for highly
targeted marketing efforts
1. Often seen as more credible-as the message seems 1. Risk of losing control- as we cannot always control what others
to be coming from third partis such as newspapers, are saying about our product.
magazines.
2. Cheap way of reaching many customers if the
publicity is made through the right media.
1. Increase brand awareness at a fast pace 1. Highly expensive as customers can be attracted only when
2. Modern tool for creating brand awareness popular celebrities are hired for events
3. Help in increase the company’s professional
network
1. Good for Building Awareness 1. Impersonal-cannot answer all customer questions
2. Effective at reaching a wide audience 2. Not good at getting customers to make a final purchasing
3. Repetitive and product positioning helps build decision
customer trust