Introduction

Promotion mix is a mixture of promotional activities like direct marketing, personal selling, sales
promotion, advertisement, public relations, exhibitions and corporate image.
It is a part of integrated marketing communications. It helps in the co-ordination and
communication of all promotional efforts which includes advertising that is meant to say sales
promotion, direct mail, public relations which is a media of communicating messages through
marketing channels, companies reach the customers by these channels and they communicate
through various media like advertising, magazines, television, radio and many more channels.
It is a process of communication which helps in achieving the goals of the company. Promotional
mix is basically introduced for all types of customers especially for mass media who helps in
understanding the need and wants of the product. It also helps the company in achieving the
profit, in reaching the goals, in maintaining the profits and many more. The companys main
motive is to reach the target of the company as well the organization. The company also talks
about the main profits when compared to many more things like the competitors, the companys
competitors who are the barriers in the companys success as well who are the main source of
challenge for the company so they need to introduce the strategy of promotional mix which helps
them in achieving the targets, which helps them in reaching the point of destination as well also
helps in attaining the goals and achievements so they use various tools of promotions like
advertising, magazines, television, radio and many more channels.
The message in a sales promotion features price reduction, a prize, or some other incentive for
consumers to try a brand or for a retailer to feature the brand in the store. Sales promotion has
proven to be a popular complement to mass media advertising because it accomplishes things
advertising cannot. Sales promotion is designed to affect demand differently than advertising
does. The role of sales promotion is primarily to elicit an immediate purchase from the customer.
Other sales promotion such as frequency programs provide an affiliation value with a brand
which increases a consumers ability and desire to identify the particular brand.
It makes a marketers real image and creates a perception to purchase that particular item either
product or services. If a marketer wants to increase their sales, he needs to advertise his products
and brand in a very proper manner by the help of real marketing tools and advertising media
through different channels and different media agencies.
When we talk about advertising in promotional mix activities, we say that it is a part of
promotional mix which talks about the communication which is not personal communication and
known as a non-personal communication. It helps in the parts of billboards, hoardings, radio
cinema, theaters posting, posters, magazines, television and other sort of channels through which
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the company generate its ideas of thoughts and expression of the technologies uses and its
features as well as the other ideas of expression of marketing and promotion mix.
When we talk about personal selling it is not a part of non personal communication but it is a
part of personal communication where the marketers try to identify its potential customers from
their research and talks to them directly with face to face communication and direct interaction.
They focus on the part of the customers reaction as well also helps in believing the intentions of
the marketing and relationship of their marketing as well as its techniques.
When we talk about sales promotion, Sales promotion helps in designing to affect demand
differently than advertising does. The role of sales promotion is primarily to elicit an immediate
purchase from the customer. Other sales promotion such as frequency programs provide an
affiliation value with a brand which increases a consumers ability and desire to identify the
particular brand. The main aim is to create a profit from this sales promotion and to achieve the
success. It helps the customer in their purchase of the product and helps the seller in the
availability of the products.
When we talk about corporate image which is a part of promotion mix we talk about the brand or
a companys reputation we discuss about the company image which we get to listen about our
contacts about our closed ones and when we talk about publicity, it helps in understanding the
company and its product through the help of media and its channels.

OBJECTIVES OF THE STUDY

To Define the concept of Promotion mix.

To enhance my knowledge about Promotion mix.
To understand the importance of elements of promotion mix like Advertising, Personal
selling, Sales promotion and Publicity.
To know the impact of each promotion such as advertising, sales promotion, personal
selling, public relation and publicity on the Bournvita and cadbury product.
To know if the success of the product is due to the dynamism in the companys
promotional Programme.
To determine the impact of promotion in creating consumers awareness on Bournvita
product.
Promotional activities adopted by Cadbury to increase profitability.
To recommend solution on how to effectively use promotion in increasing sales in an
organization.

Literature Review
Promotion is a key element in marketing. Successful promotion is the third essential ingredient
or element in marketing strategy. Prospective buyers must learn about both the products
distinctive want satisfying characteristics and its availability. Establishing and maintaining
communications links with target market segments are main tasks assigned to promotion.
Promotion is a component of the 4ps that make up the marketing mix by far the most effective.
Pride and Ferrell (2008) defined promotion as a communication that builds and maintains
favourable relationship by information and persuading one or more audiences to view an
organization positively and to accept its products. According to them, promotion informs
potential customers about the product. What it is, what it does; how it can be use and where it
can be purchased. Kotler and Keller (2008) peruse promotion as the means by which firms
attempt to inform persuade and remind consumers directly or indirectly about the products and
brands they sell. Promotion represent the voice of the organization and its brands and are means
by which its can establish a dialogue and builds relationship with customers.
Stanton (1981) defined promotion as the design and management of marketing b sub system for
the purpose of informing and persuading present and potential customers.
Ekakitie (2010) sees promotion as the systematic design and communication of product(s) ideas,
knowledge and attribute to identified market segment with a view to eliciting customer response
through the use of appropriate communication medium and technology. Me Neal (1966) defined
promotion as any communication activity whose purpose is to move forward a product, service
or idea in a channel of distribution. He added that promotion is used by marketers to inform
consumers of the availability and attributes products and at certain times.
Achuba and Osuagwu (1994) perceived promotion as the art of transmitting information for
marketing purposes. It is the process of establishing communication relationships between a
marketer and its publics. Dean (1946) defined promotion as the flow of persuasive
communication between the firm and various selected audience. Kotler (1997) asserted that
modern marketing calls for more than developing a good product/service and pricing it
attractively and marketing it accessible to target customers. Companies must also communicate
with their customers. Aluko (1998) described promotion as those activities that are designed to
bring a companys goods and services to favourable attention of customers. He also asserted that
promotion is characterized by product information function, companys sales effort to current
and prospective customers among others. Odugbesan and Osuagwu (1996) perceived promotion
as those decision and methods of communicating all aspects of the organizations product and
services to reach the target consumer or audience.

Promotion Mix Awareness and Purchase likelihood

Advertising
Pollay and Mittals model (1993) proposed seven factors that influence attitudes toward
advertising which are product information, social role and image, hedonic/pleasure, value
corruption, falsity/no sense, good for the economy, and materialism. Beck and Ernest (1999)
stated that consumer learned to watch advertising but not always all the consumer believe the
information in the advertisement.
Czech consumers believed that advertising as being short on information, long on falsity (Millan
and Mittal, 2010) and the advertised product is the oversupply product and in poor quality
(Elliott, 1992).
Adcock et al., (1998) argued that advertising is good at creating awareness and interest.
However, in Negeria, advertising is moderately effective in providing information, creating
awareness and changing customers attitude (Kola and Akinyele, 2010). It seems that advertising
can create awareness and attitude of consumer toward companies offerings.
Czech consumers viewed advertising is an unimportant factor to influence them to purchase
clothing (Millan and Mittal, 2010). Another example is consumers are more satisfied with word
of mouth communication than TV promotion on Athens 2004 Olympic products
(Karayianni&Mylonakis, 2008).
Objective of Advertising

To introduce a new product or service; here advertisement attempt to present to the

prospective buyers a new product or service and this usually near a costly and dramatic
launching of a new product or service.

To expand the market to new buyers; advertisement is done to introduce a product to new
buyers who might find interest or usefulness of it.

To announce modification; a product that is already in the market might want to be given
a new face, and then there is need for advertisement to highlight to the consumers that
modifications had been done.

To announce a price change; advertisement can be done if the organizations product or

service price is increased or decreased so that the consumer might be informed.

To introduce a new packaging; packaging identification at the point of sales is always

important and is a reason why packages are shown in advertisement.

To stimulate sales promotion; advertising maybe make special offer when business
environment is static. It could be a gift of cup or biro etc at the purchase of such product.

To educate consumers; the educational advertisement is necessary when a commodity,

service or an offer needs careful explanation.

To maintain sales; customers product which had been in the market use advertisement to
maintain sales.

To challenge competition; the purpose of some advertisement are to challenge the

competitors in the presence of buyers.

Public Relation
Besides bringing spectacular result to the company, public relations have a strong impact on
public awareness at a lower cost compare with the advertising (Armstrong &Kotler, 2009). In
addition to getting awareness level, exposure to public relation results in intention to purchase.
For instance, 53% of the public stated that sponsorship has made them more likely to purchase a
product or services particularly those who are over 50 years old with incomes $20,000-30,000
(Gardner & Shuman, 1987). In sponsorship element, age and income seems to be the influential
factors for customers intention to purchase offerings.
Direct Marketing
Most of the consumers are annoy or feel offended towards direct marketing such as TV
commercials that are too long, loud and insistent, unwanted junk email in the mailboxes and
computer screens flash out unwanted banner or pop-under advertising (Armstrong &Kotler,
2009). Agreeing to this statement, Li and Lee (2002) claimed that few recent studies assert that
the online advertising is intrusive. Karson, McCloy and Bonner (2006) also stated that
consumers attitude was less positive on hedonic or pleasurable aspect toward web site
advertising. Al-alak&Alnawas (2010) findings show that in mobile marketing, consumers who
believe that mobile was for personal use were less likely to have intent to participate in a
permission based advertising programs, reluctant to purchase the products and less likely to share
personal information because of negative attitude toward direct advertising.

However, consumers have the intention to buy products if they are convinced that the SMS
advertising messages were useful and entertaining (Al-alak & Alnawas, 2010). In India, results
show that content and frequency of advertising message sent by emails influence consumers
attitude toward advertising and the value of advertising (Haq, 2009). Hence, frequent advertising
and useful content of advertising might create customers awareness and lead to intention to
purchase.
Personal selling
According to Kola and Akinyele (2010), personal selling is moderately effective in providing
information, creating awareness and changing attitude of Nigerian consumer. Once consumers
express trust to the salesperson, the probability of positive customer attitudes toward the
salesperson is increased (Swan, Bowers & Richardson, 1999). Ultimately, personal selling is the
most effective elements in building up buyers preferences, conviction and action in certain stage
of buying process (Armstrong and Kotler, 2009). It appears that in the buying process, personal
selling is easy to sway people to purchase a product.
Sales Promotion
Sales promotion in terms of installment, off-season discount and 0% interest system are
important for urban respondents and replacement, festival offer, free gift scheme, free after-sales
service and exchange offer are important for rural respondents (Anand & Hundal, 2008). The
public in Taiwan, Thailand and Malaysia found that taking part in sweepstakes is fun while
friends and family influence them to use coupon otherwise they will feel embarrass (Huff &
Alden, 1998). Look like consumer staying in different areas have different attitude toward sales
promotion. It might be influenced by the level of education, allowance or monthly income and
occupation. Sales promotion element can influence customer to purchase a product immediately
and it can be used to encourage repeat purchase effectively (Adcock et al., 1998). For instance,
free sample will increase the intention to buy a product (Hamm, Perry and
Wynn,1969).Customer will show a direct response towards the offerings when they are exposed
to a sales promotion activity.
Research Methodology:
My study is based on secondary data sources which include Online sources, Textbook,
Newspaper, Magazines.