Promotion mix refers to the combination of promotional tools used by an organization to achieve its communication objectives. Various tools of communication are used by the marketers to inform and persuade customers about their firm’s products.
These include (i) Advertising, (ii) Personal Selling, (iii) Sales Promotion and (iv) Publicity.
These tools are also called elements of promotion mix and can be used in different combinations, to achieve the goals of promotion. For example, consumer goods firms may use more of advertising through mass media while the industrial goods firms may be using more of personal selling.
What combination of these elements is used by a firm will depend upon various factors such as nature of market, nature product, the promotions budget, objectives of promotion, etc. Let us first know about these elements in some details.