Promotion as an important component

of the marketing mix

 What is the Marketing Mix?
 Promotion Definition
 Promotion involves
all communication
activities that inform
potential consumers
about the existence of
goods, services, or
ideas and persuades
them to buy
Aims of promotion (AIDA)
 Advertising
 Advertising is non personal form of
presentation and promotion ideas, goods are
services through mass medias like television,
magazine and newspaper
 Public Relations
 Public Relations is the practice of increasing
awareness around a company or brand among
the public.
 Sales Promotion
 Sales Promotion is a tactical activity used as
part of the overall promotional mix.
 Personal Selling
 Personal selling is known as face-to-face selling
in which one person who is the salesman tries
to convince the customer in buying a product.
 Choice of promotional methods
 The promotional method depends on the target
audience (potential buyers), budget, and type of
product. Generally, it is possible to distinguish
exclusive goods, the purchase of which is peculiar only
to a certain group of the population, and goods of
general demand. The latter are acquired by all people,
they are necessary for daily activities.
 Conclusion
 Overall, the role of promotion within the
marketing mix is to support the firm in
promoting their product or service.