Page 238 - DMGT408DMGT203_Marketing Management

Unit 10: Integrated Marketing Communications

Notes
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Caution For our convenience, all those promotional tools can be categorised in five major
components, constituting the promotional mix—advertising, sales promotion, public
relations, personal selling and direct marketing.

10.1.2 Why Promotion?

Promotion serves three essential roles—it informs, persuades, and reminds prospective customers
about the company and its products. Ultimately, using all these three in various ways, the
company tries to modify the behaviour of the consumers to suit its objectives, viz., to buy its
products/services.

Figure 10.1: Objectives of Promotion

To Inform To Persuade

PROMOTION

To Modify Behaviour To Remind

Self Assessment

Fill in the Blanks:

1. …………………… includes all those activities which are aimed at creating and stimulating
demand.
2. The combination of all the promotional tools is called the …………………….

3. Promotion serves three essential purposes: to inform, to persuade and to …………………….

10.2 Marketing Communication Mix

A company’s total marketing communications mix is called its promotional mix. The promotional
mix is a specific mix of advertising, personal selling, sales promotion, public relations, and
direct-marketing tools that a company uses to pursue its marketing objectives.

10.2.1 Elements of the Promotional Mix

The major elements of marketing communications mix (also called promotion mix) include
advertising, sales promotion, personal selling, public relations and publicity, and direct marketing.
Each element of communications mix has its own unique attributes and associated costs.

Advertising: Advertising is any paid form of non-personal mass communication through various
media to present and promote products, services, and ideas, etc. by an identified sponsor.

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