Explain promotion mix.

Promotion mix consists of all the activities aimed at persuading customers to buy the product. It is a vital element of the marketing mix. The various elements of promotion mix are:

1. Advertising — provides information to present and prospective customers about the firm and its products through non-personal media. It turns the attention of people to a product.
2. Personal Selling — refers to face-to-face communication between a seller (or his representative) and the buyer. Salespersons assist and persuade prospective buyers to buy the product.
3. Sales Promotion — increasing sales through short-term promotional activities such as displays, demonstrations, fashion shows, exhibitions, prize contests and coupons.
4. Publicity — favourable mention of a company, brand or product in newspapers, journals or radio that is not paid for by the seller.
5. Direct Selling — direct sales by producer to ultimate consumers without any intermediary.
6. Public Relations — activities to create a favourable image of the company, its products and policies.