What are the various elements of promotion mix?
Promotion mix:
It refers to all the decisions related to promotion of sales of products and services. The important decisions of promotion mix are selecting advertising media, selecting promotional techniques, using publicity measures and public relations etc.
There are various tools and elements available for promotion. These are adopted by firms to carry on its promotional activities. The marketer generally chooses a combination of these promotional tools.
Following are the tools or elements of promotion. They are also called elements of promotion mix:
1. Advertising
2. Sales promotion
3. Personal selling
4. Public relation
1. Advertising:
Advertisement can be defined as the “paid form of non-personal presentation and promotion of idea, goods or services by an identified sponsor”.
It is an impersonal presentation where a standard or common message regarding the merits, price and availability of product or service is given by the producer or marketer. The advertisement builds pull effect as advertising tries to pull the product by directly appealing to customer to buy it.
From the above definition we can find that the three distinct features of advertising are:
1. Paid Form:
The sponsor has to pay for advertising he has to bear a cost to communicate with customers.
2. Impersonality:
There is no face to face contact between customers and advertiser. It creates a monologue and not a dialogue.
3. Identified Sponsor:
Advertisement is given by an identified company or firm or individual.
Features of Advertising and Advantages/Merits of Advertisement:
(i) Reach:
Advertising can reach a large market. As through various media of advertising there is benefit of mass reach for example, any message given on All India Radio or TV can reach in different corners of the country wherever TV and Radio network is available.
(ii) Choice:
There is wide variety of media available for advertising for video, audio, visual audio, print media etc. Under each category large variety is available for example, in print media we can select from magazines, newspaper, banner etc. This variety or choice helps the marketer to select the media, keeping in mind the target customer.
(iii) Legitimacy:
In advertisement the messages regarding the product or service are given publicly to customers so there is always a proof for it and customers believe that publicly the company will not give false information of the product. The customer feels comfortable to buy a product which is widely advertised.
(iv) Expressiveness:
Advertising provides enough opportunities to marketers to dramatize the message with the help of drawings, colours, pictures, music, dance
etc. They can easily express the use of product through various techniques, and can add multimedia effect also.
(v) Economy:
It is always felt that advertising increases the cost of product or service but advertising is considered economical as compared to other promotional techniques because it reaches masses and if we calculate cost per customer it is very low or nominal.
(vi) Enhancing Customer Satisfaction and Confidence:
Customer feel more assured about quality and feel more comfortable if sponsors claim these benefits in advertising.
Disadvantages of Advertising:
(i) It is an Impersonal Communication/Less Forceful:
In advertising there is no direct communication between the customer and marketer. The marketer assumes that the message is communicated but the audience or customers do not pay any attention to impersonal messages conveyed through advertising. The response of customer cannot be known in advertising.
(ii) Advertising is less effective:
In advertising there is only one way communication i. e., communication from seller only, but two way communication is always more effective as in two way communication the customer gets chance to clarify his or her queries. Sometimes customers have many doubts regarding the use of product, these doubts can be clarified only when there is two way communication.
(iii) Difficulty in Media Choice:
In advertising various media are available. Each media have its own advantages and disadvantages. So the effectiveness of advertisement depends to a great extent on the right choice of media. When choice of media is faulty or wrong no matter how good the advertisement is it will not reach the target customer.
(iv) Inflexibility:
It is very difficult to change advertisement as companies use standardised messages which cannot be changed according to the need of customers.
(v) Lack of Feedback:
The evaluation of effectiveness of advertisement is very difficult as there is no immediate and accurate feedback given by the customers.
Objections to Advertising or Criticism of Advertising:
Advertising has been subject to lot of criticisms. The following are main objections raised on advertisements by a group of people. Along with objections the answers to these objections are also mentioned below:
(i) Effect of Advertising on Values, Materialism and Life Styles:
The major objection on advertisement is that it promotes materialism. The advertisements inform people about more and more products, the use of existing products and the new products are shown dramatically to attract the customers.
This knowledge about more and more products induces the customers to buy more and more products. They start demanding the products which they don’t even require. If there was no advertising we would be less aware of material things and we can be more contented.
We do not agree with this objection as it is wrong to say that a person who is least informed is most contented or satisfied. The advertisement increases the knowledge of customers by informing them about various products along with their utilities.
The advertisement only informs the customers, the final choice of buying or not, lies with the customers only.
(ii) Advertising Encourages Sale of Inferior and Dubious Products:
The advertisements show all types of products irrespective of their quality. With the help of advertising anything can be sold in the market.
The objection to sale of inferior goods is not correct because what is inferior and what is superior depends upon the economic status and preference. Every one cannot afford to buy superior quality expensive products but it does not mean they should not use the product.
The lower income group people satisfy their needs with low cost inferior goods for example; those who cannot afford to buy shoes of Nike or Reebok have to satisfy with local brand only. So it is not advertisements which encourage sale of inferior goods; it is one’s pocket or financial capacity which decides this.
The real criticism of advertisement is that it encourages sale of duplicate products. Some producers exaggerate the use of products and innocent consumers get trapped in and buy duplicate products.
(iii) Advertising Confuses Rather than Helps:
The number of advertisements shown in TV and Radio are increasing day by day for example, if we take TV, there are so many advertisements of different companies shown such as LG, Onida, Sony, BPL, Samsung, Videocon etc. each brand claiming they are the best. These claims by different companies confuse the customer and it becomes very difficult for him to make choice.
We do not agree with this objection because advertisements give wide choice to customers and today’s customer is smart enough to know and select the most suitable brand for him.
(iv) Some Advertisements are in Bad Taste:
Another objection to advertisements is that advertisements use bad language, the way they are speaking may not appeal everyone, sometimes women are shown in the advertisements where they are not required for example, a woman in after shave lotion and in advertisements of suiting etc. Some advertisements distort relationship between employer-employee, mother-in-law and daughter-in-law etc. for example, in advertisement of Band Aid, Detergent Bar, Fevistick, etc.
Although those types of advertisements should be avoided but it can’t be an objection because good or bad taste differs from person to person. It is a matter of personal opinion as to what was not accepted by yesterday’s generation is accepted by today’s generation and they may not find it of bad taste.
(v) Advertisement Costs are passed on to the Customers in the Form of Higher Price:
The most serious objection to advertisement is that it increases the price of product because the firms spend a huge amount on advertisement and these expenses are added to cost and consumer has to pay a higher
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