element of the promotional mix

Following are the tools or elements of promotion. They are also called elements of promotion mix:

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”.
2.  Personal Selling:Personal selling means selling personally. This involves face to face interaction between seller and buyer for the purpose of sale.The personal selling does not mean getting the prospects to desire what seller wants but the concept of personal selling is also based on customer satisfaction.
3. Public Relations:Apart from four major elements of marketing mix, another important tool of marketing is maintaining Public Relations. In simple words, a public relations means maintaining public relations with public. By maintaining public relations, companies create goodwill.Public relations evaluate public attitudes; identify the policies and procedures of an organisation with the public interest to earn public understanding and acceptance.
4.  Sales Promotion:Sales promotion refers to short term use of incentives or other promotional activities that stimulate the customer to buy the product. Sales promotion techniques are very useful because they bring:

• Short and immediate effect on sale.
•  Stock clearance is possible with sales promotion.
• Sales promotion techniques induce customers as well as distribution channels.
•  Sales promotion techniques help to win over the competitor.