Marketing — Business Studies STD 12 Commerce — Question

The promotion element of marketing mix is concerned with activities that are undertaken to communicate with both customers and the participants in the channel of distribution such that sales goals are realised. The promotion efforts are directed at informing potential customers that the right product is available at the right place and at the right price. The core of promotion is communication.
The following are various communication tools from which a choice can be made:

1. Advertising: It is non-personal communication, which is paid for by an identified sponsor. It is aimed at promoting ideas (no smoking), products (BPL-television) or services (Dolphin mobile).
2. Sales promotion: It includes a variety of non recurrent activities like coupons, samples, special discount offers, etc. These stimulate trial or purchase immediately.
3. Personal selling: It involves direct face to face personal interactions between the salesperson and a potential customer. For instance, when Eureka Forbes salesman demonstrates, provides information, answers the questions and book orders, he does personal selling.