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The promotion mix elements are advertising, sales promotion, selling, public relations, direct marketing and online marketing.
The first element, advertising, refers to paid types of non personal communication of ideas, goods or services delivered through selected media channels. Media refers to where the advert is placed for example bill boards, TV advert and posters. When different types of media are used it is known as a media mix. Adverts are targeted at a mass audience therefore it is non-personal and can reach a large number of people at a relatively low cost. Responses to adverts can be cognitive, affective or behavioural therefore the advertising process must identify the audience at which communication is aimed...
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