What is the promotional mix?

The promotional mix is a set of communication tools that are used to increase the visibility of the company and its products, and to persuade and encourage the customer to make a purchase, thereby creating a trusting relationship between the customer and the company over time.

The promotional mix refers to a lever of the marketing mix that coordinates the communication of the entire marketing plan and is composed of:

• Advertising
• Sales promotion
• Personal selling
• Public relations

The company can choose to use one or more levers simultaneously depending on the predetermined objectives.

Nowadays, companies can take advantage of a wide variety of promotional techniques to persuade and drive consumers to make purchases, including:

• Events
• Sponsorships 
• Product placement 
• Merchandising 
• Packaging
• Email marketing

What are the elements of the promotional mix?

The fundamental elements of the promotional mix are:

• Advertising: allows the seller to make their product known in various parts of the world
• Promotion: a tool used in sales promotion such as coupons, contests, price reductions, offers of prizes, free products
• Public relations: activities that the company directs towards the target market and are not paid for directly

The sales force: the most effective tool in the purchasing process, especially when the seller influences the consumer's buying decision

direct marketing: it targets a well-defined group of people and is immediate and personalized.

To have an effective marketing strategy, it is necessary to apply a good combination of these elements, so as to carefully define our promotional mix capable of achieving the set objectives.