The document compares different tools of a promotion mix, including advertising, sales promotion, personal selling, direct response marketing, and public relations. It defines each tool and discusses their purpose, time frame, cost, sales impact, and differences between tools. For example, it notes that advertising aims for long-term brand building at a higher cost, while sales promotion seeks short-term sales increases at a lower cost. Personal selling allows customizing messages but is more expensive than other options.

1. Comparative study of tools
of promotion mix

2. Promotion mix
In a business' total marketing
communications program is called
the "promotional mix" and consists
of a blend of advertising, personal
selling, sales promotion , public
relations tools and direct selling
program that maximizes the impact
on consumer and other end users at
a minimal cost.”

3. Elements of Marketing
Communications or
Promotion Mix:
• Advertising
• Sales Promotion
• Personal Selling
• DRM (Direct Response Marketing)
• PR (Public Relations)

4. Advertising
• "Advertising is the non personal
communication of information
usually paid for and usually
persuasive in nature about products,
services or ideas by identified
sponsors through the various media.

5. Sales Promotion
• Sales promotion refers to many
kinds of incentives
and techniques directed towards
consumers and traders with the
intention to produce immediate or
short-term sales effects

6. Personal Selling
• Personal selling is oral
communication with potential buyers
of a product with the intention of
making a sale. The personal selling
may focus initially on developing a
relationship with the potential buyer,
but will always ultimately end with
an attempt to "close the sale"

7. DRM (Direct Respone
Marketing)
• Direct-response marketing is a form
of marketing designed to solicit a
direct response which is specific
and quantifiable. The delivery of the
response is direct between the
viewer and the advertiser, that is,
the customer responds to the
marketer directly. ...

8. PR (Public Relations)
• Communications often in the form of
news distributed in a non-personal
form which may include newspaper,
magazine, radio, television, Internet
or other form of media for which the
sponsoring organization does not
pay a fee.

9. Advertising Vs Sales
promotion
• Purpose: Increase Sales ,
brand building
Increase Sales
• Time: Long term,
Short term
• Price: Expensive in most
cases,
Not very expensive
in most cases.

10. Advertising Vs Sales
promotion
• Sales: Assumption that it
will lead to sales
Directly related to
sales.
• Example: Giving
an advertisement in the
newspaper about the
major products of a
company
Giving free products,
coupons etc.

11. Advertising Vs Personal
Selling
Media,
unidirectional ,
non personal,
Large group,
Sales person,
Bidirectional,
personal,
one on one,
Time consuming

12. Advertising Vs Direct
Marketing
• Uses traditional formal channels of
advertising, such as TV, newspapers
or radio.
• Uses catalogue distribution,
promotional letters, and street
advertising.
• It send it message with help of
channels.
• It sends its message directly
to consumers.

13. Advertising Vs Direct
Marketing
• Mostly uses by establish brands
• Direct marketing is predominantly
used by small to medium-size
enterprises with limited advertising
budgets that do not have a well-
recognized brand message.

14. Advertising Vs Public
Relation
• Paid Space Free Coverage
• Creative Control No Control
• Advertisement can run as long
as budget allows An editor won't
publish same press release three or
four times in their magazine.
• Creativity a Nose for News

15. Sales promotion Vs
Personal Selling
• No scope to adjust the messages,
The greatest freedom to adjust a
message to satisfy customers
informational needs, dynamic.
• Cheaper, most expensive tool

16. Sales promotion Vs
Personal Selling
• Provide immediate incentive, More
interactive
• Short term benefit, long term benefit

17. Sales promotion Vs
Direct Marketing
• It is direct inducement to buy, It is
used to obtain a response.
• Public, sometime private
• Uses samples, coupons, cash
refunds, price packs, premiums etc.
uses online marketing, face to face
selling, telemarketing, direct mail
marketing , catalog marketing.

18. Sales promotion Vs
Public Relation
• Uses samples, coupons, cash
refunds, price packs, premiums etc.
Press agency, product publicity ,
public affairs etc.
• Involve cost , no cost is involved
• Controllable , non-controllable

19. Personal Selling Vs
Direct Marketing
• Personnel selling involve a sales
person to closes the sell.
• middle men are removed and the
product is directly sold to the end
users or consumers eg. retail
outlets, distributors or brokers.

20. Direct Marketing Vs
Public Relation
• Controlled , non control
• Influence the buying decision ,
• Influence the image.

21. References:
• Marketing Management
- Kotler, Keller, Koshy and Jha
• www.google.com
• www.ask.com
• www.scribd.com

22. Thank You.