Promotion
Another one of the 4Ps is promotion. This includes all of the tools available to the
marketer for marketing communication. As with Neil H.Bordens marketing mix, marketing
communications has its own promotions mix. Think of it like a cake mix, the basic
ingredients are always the same. However if you vary the amounts of one of the
ingredients, the final outcome is different. It is the same with promotions. You can
integrate different aspects of the promotions mix to deliver a unique campaign. The
elements of the promotions mix are:
1. Personal Selling
2. Sales Promotion
3. Public Relations
4. Direct Mail
5. Trade Fairs and Exhibitions
6. Advertising
7. Sponsorship
The elements of the promotions mix are integrated to form a coherent campaign. As with
all forms of communication. The message from the marketer follows the communications
process as illustrated above. For example, a radio advert is made for a car manufacturer.
The car manufacturer (sender) pays for a specific advert with contains a message specific
to a target audience (encoding). It is transmitted during a set of commercials from a radio
station (Message / media). The message is decoded by a car radio (decoding) and the target
consumer interprets the message (receiver). He or she might visit a dealership or seek
further information from a web site (Response). The consumer might buy a car or express
an interest or dislike (feedback). This information will inform future elements of an
integrated promotional campaign. Perhaps a direct mail campaign would push the
consumer to the point of purchase. Noise represent the thousand of marketing
