Promotion

This includes all of the tools available to the marketer for marketing communications. As with the marketing mix, marketing communications has its own promotions mix, where different aspects of the promotions mix can beintegrated to deliver a unique campaign. The elements of the promotions mix are:

• Personal Selling.
• Sales Promotion.
• Public Relations.
• Direct Mail.
• Trade Fairs and Exhibitions.
• Advertising.
• Sponsorship.

The elements of the promotions mix are integrated to form a coherent campaign in relation to the strategy developed using STP.

Let us look at the individual components of the promotions mix in more detail. Remember all of the

elements are integrated to form a specific communications campaign.