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A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity , positioning, competitive retaliations, or creation of a corporate image. The share of advertising spending relative to total economic output GDP has changed little across large changes in media. In the U. Advertising spending as a share of U. GDP was about 2.

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By , television and radio had become major advertising media. Nonetheless, advertising spending as a share of GDP was slightly lower -- about 2. Across this period, innovation in media and advertising techniques shifted advertising dollars across media and across agencies, but did not expand total advertising spending relative to the size of the economy.

Chart 1: U. Commercial advertising media can include:. A more recent version of this is advertising in film , by having a main character use an item or other of a definite brand - an example is in the movie Minority Report , where Tom Cruise's character Tom Anderton owns a computer with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo.

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The TV commercial is generally considered the most effective mass-market advertising format and this is reflected by the high prices TV networks charge for commercial airtime during popular TV events. Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the relevance of the surrounding web content and the traffic that the website receives. E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as spam.

Unpaid advertising also called word of mouth advertising , can provide good exposure at minimal cost. However, some companies oppose the use of their brand name to label an object. Personal selling. Sales , or the activity of selling , forms an integral part of commercial activity. Mastering sales is considered by many as some sort of persuading art.

Selling is a practical implementation of marketing; it often forms a separate grouping in a corporate structure, employing separate specialist operatives known as salesmen singular: salesman or salesperson. The successful questioning to understand a customer's goal, the further creation of a valuable solution by communicating the necessary information that encourages a buyer to achieve his goal at an economic cost is the responsibility of the sales person or the sales engine e.

The primary function of professional sales is to fill needs and satisfy wants of consumers appropriately, and therefore turn prospective customers into actual ones. Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales.


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Sales promotion is media and non-media marketing communications employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include:. Sales promotions can be directed at either the customer , sales staff , or distribution channel members such as retailers. Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions.

Some sale promotions, particularly ones with unusual methods, are considered gimmick by many. Consumer sales promotion techniques. Source: Oup diagram. Trade sales promotion techniques. Public relations. Public relations is the art and science of building relationships between an organization and its key publics. It is concerned with communications management.

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