The promotion mix is the specific blend of advertising, public relations, personalselling, and direct-marketing tools that the company uses to persuasively COMMUNICATE customer value and build customer relationships
Any paid form of nonpersonal presentation and promotion.
EX. broadcast, print, internet
Short-term incentives to encourage purchases.
Ex. discounts, coupons, demonstrations
Personal presentation by the firms sales
Ex. trade shows
Building good public image.
Ex. press releases, sponsorhsips, special events
Direct connections with carefully targeted individual customers