MKT607 – Marketing Management
Study aid: Lecture 5
This module introduces the importance of the promotion mix concept as a marketing tool. The promotion
mix is the combination of nonpersonal and personal communications and includes the following five
â€“ "a paid form of nonpersonal communications about an organization, its products, or its
activities" (Peter and Donnelly, 2007, p. 111). This type of communication may be sent through mass
media channels such as newspapers, television, radio, etc., to reach a target audience (Peter and Donnelly,
â€“ "an activity or material that offers customers, sales personnel, or resellers a direct
inducement for purchasing a product" (Peter and Donnelly, 2007, p. 112) (i.e., refunds, coupons,
sweepstakes). As noted below, these inducements are usually categorized as "push promotion," or
incentives offered to retailers to "push" a product or service, or alternately, "pull promotion," where
incentives "pull" consumers into a retail establishment or toward making a purchase elsewhere.
â€“ "a nonpersonal form of communication that seeks to influence the attitudes, feelings,
and opinions of customers, noncustomers, stockholders, suppliers, employees, and political bodies about
the organization" (Peter and Donnelly, 2007, p. 112). The most popular of these communications are
publicity and image-enhancing advertisements.
â€“ a direct form of communication with customers (i.e., catalogs, online marketing,
direct mail) (Peter and Donnelly, 2007).