Promotion Decisions in the Marketing Mix

In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Marketing communication decisions include:

• Promotional strategy (push, pull, etc.)
• Advertising
• Personal selling & sales force
• Sales promotions
• Public relations & publicity
• Marketing communications budget

Advertising:

• Provide information on the existence, characteristics, availability and pricing of the products & services
• Different types of promotion options / material

Public relations:

• General information on the firm / it's products
• Goals;
  • Establish trust between firm and it's partners
  • Highlight offering

Possibilities:

• Classic advertising
• Give products away for free
• Viral marketing, also see Guerrilla Marketing
• Events
• Free give aways

Part of Marketing mix (Four P's of marketing)