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Promonotional Mix

Promotion Assignment / Homework Help
Promotion is a method adopted by a manufacturer to communicate with his consumers.


A promotional message from the manufacturer can be in the form of an advertisement which is sent out to the customers. The advertisement encodes the message from the sender/ manufacturer. This message is spread through radio, television etc. The consumer comes across the advertisement and understands the message conveyed (decoding).The customer might call up the sender for further information (customer's response) or his response may be that he goes ahead and buys the product. He may then send his feedback on the product, that is whether he liked it or not, to the manufacturer. Noise represents the numerous marketing communications a consumer comes across each day.

Promotion is another element of the 4 Ps. Just like marketing mix, there are various elements which together constitute a promotion mix. A common example which can help in understanding this concept can be a 'cake mix'. The basic ingredients (flour, milk, eggs, sugar) are the same, but the quantities of each ingredient can be altered for a new variety of cake. More sugar will give a sweeter cake. Similarly the different elements of promotion mix can be adopted in varied degrees to create a unique promotional campaign.

The elements of promotion mix are the following:

  • Advertising
  • Personal Selling
  • Sales Promotion
  • Public Relations
  • Direct Mail
  • Trade Fairs and Exhibitions
  • Sponsorship

All these elements of the promotion mix are integrated in a unique way to form a desired promotional campaign.

Target-return Pricing Policy

In this form of pricing strategy a target return-on-investment is decided and a price is set which will facilitate achieving this target.

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