• Parinita Malhotra
• Dr. Harpreet Singh

Modern market has gone High – Tech fitted with fastest and latest techniques of communication, interaction, finalization of difficult deals, new ways of presenting the products even beyond the national boundaries and breaking the shades of barriers. There is a cut-throat competition in the market and everyone is all out to promote his business to the optimum level. Not one but a series of measures are being taken, wherever suitable for promotion of business which is termed as “Promotional mix”. It is a term which is not to be confused with “Marketing mix”. The promotional mix describes a blend of Promotional variables chosen by marketers to help a firm reach its goals. It has been identified as a subset of the marketing mix. It is believed that there is an optional way of allocating budgets for the different elements within the promotional mix to achieve best marketing results, and the challenge for marketers is to find the right mix of them. The goal of promotional mix is to inform, persuade and remind the customer about our product or service. Promotional mix is coordination of various marketing activities. Although both the marketing mix and promotional are different but both are important for the business. Marketing mix helps us to determine how to satisfy our customers while the promotional mix focuses on direct customer interaction. Certainly promotion mix leads to improve sales of firm, increase the amount of profit and remind customers of marketing mix of products, goods and services. It is a methodology to establish direct or indirect rapport with the customers. Promotional mix is the marketing function which is concerned with persuasive communication of the components of marketing programme to target audience with the intent to facilitate change between the marketer and the customer which may satisfy the objectives of the customer and the organization. There are three distinctive characteristics that promotion is concerned with persuasive communication, promotion needs to persuade the audience in the target market to develop a new attitude or change the existing one and promotion needs to engage in a new behaviour. Promotion is directed at the target audiences. For instance the target market for refined cooking oil consists of all health conscious customers. But refined cooking oil marketers also target the promotion to audiences (who hear or see promotion messages but have a preference for “Butter” which is natural product derived from milk), both within and outside the target market. Target audience for refined cooking oil may be those who are prone to developing high cholesterol related diseases. However, audiences outside the target market might influence the consumption of refined cooking oil such as doctors and other health workers. Promotion is goal oriented and the objectives may be to create brand awareness, to educate the consumers, to create a positive image and the ultimate goal is to promote the sale of the product or service.

Advertising Sales Promotion Strategies

"Promotion Mix Strategies of Electronic Companies in Punjab", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.231-250, June 2019, Available :http://www.jetir.org/papers/JETIR1906O34.pdf

"Promotion Mix Strategies of Electronic Companies in Punjab", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp231-250, June 2019, Available at : http://www.jetir.org/papers/JETIR1906O34.pdf