Place and Promotion — Part 2: The Promotion Mix: visual lesson, ISC Class 12 Commerce

Lesson

The Promotion Mix

Part 2: the promotion mix, its roles, the four tools, how they differ, and how to choose among them.

In this lesson you will

Explain the promotion mix and its role in informing and persuading customers
Compare advertising with personal selling, and sales promotion with publicity
Recommend a suitable promotion element for a given product and market

Part 2 at a glance

Concept

Promotion mix and its roles

The promotion mix is the combination of advertising, sales promotion, personal selling and publicity a firm uses.

New products need informing; rival products need persuading; familiar products need reminding.

Check your understanding

Quick check: four tools together

A firm uses advertisements, a festival discount, salespeople at exhibitions and a news story. Together these are its…

Question: Multiple choice

Multiple choice1 mark

Pedana Kalamkari Prints, an imagined textile firm in Machilipatnam, uses newspaper advertisements, a festival discount, salespeople at craft exhibitions and a news story about its artisans. Together these make up its

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