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Enterprise Marketing — Entrepreneurship STD 12 Commerce — Question

CBSE BoardEnglish MediumSTD 12 CommerceEntrepreneurshipEnterprise Marketing4 Marks
Question
Explain in short, the various elements of the promotion mix.
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Answer

The various elements of promotion mix are as follows:
  1. Advertising: Advertising is a paid form of non-personal communication designed to persuade potential customers to choose a product or a service over that of a competitor. It is a planned and consistent activity that aims at keeping the name of the business uppermost in the mind of the consumer.
  2. Personal selling: Personal selling involves oral presentation of message in the form of conversation with one or more prospective customers for the purpose of making sales. Under personal selling, companies appoint salespersons, who contact with prospective buyers to create product awareness and preferences with the aim of making sales.
  3. Sales promotion: It relates to short-term incentives that encourage or promote the purchase or sale of a product or a service.
  4. Public relations: It is a deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its stakeholders by obtaining favourable publicity and building a good corporate image.

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