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JAIIB CAIIB STUDY MATERAILS

Unit 42 : Promotion

Role of Promotion in Marketing

Promotion is the exercise of communicating the properties of different elements of marketing mix to the customers with the motto of influencing them. This involves the following aims:

  1. Persuasion
  2. Inform
  3. Reminding
  4. Reinforcing

Promotion Mix

The promotion mix comprises the following tools:

Advertising  Sales Promotion Public Relations Personal Selling Direct Marketing

Promotion-mix Strategies

There are two basic promotion-mix strategies

Push Strategy ā€“ promotion efforts are directed at the channel members to induce them to purchase the products and sell them to the final customer.

Pull Strategy ā€“ promotion efforts are directed to the final consumer to induce them to buy the product

Factors influencing the Promotion Mix

Three major factors affecting the choice of promotion mix are Type of Product / Market

Buyersā€™ Readiness Stage Product Life Cycle Stage

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