"Marketing plays a critical role in the overall success of any organization. In marketing, the promotional mix is defined as a blend of promotional tools opted by the marketers to support an organization to attain its goal. It is recognised as the subset of marketing mix. In simple terms, it is the integration of advertising, personal selling, sales promotion, public relations and direct marketing. It is used to create, maintain and increase the demand of products and services offered by an organization. Promotion mix is one of the four elements of marketing plan and marketers are keen on experimenting different promotion mix to achieve organizational goals. It is a key method for delivering a relevant promotion message via the most suitable channel for each segment. A strategically formulated promotion mix helps in improving the communication with customers and thereby supports in building trust. The presentation gives more details on the concept of promotion mix. "

Abhijith S

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