In marketing, the promotional mix describes a blend of promotional variables chosen by marketers to help a firm reach its goals.[1][2][3][4][5] It has been identified as a subset of the marketing mix.[1] It is believed that there is an optimal way of allocating budgets for the different elements within the promotional mix to achieve best marketing results, and the challenge for marketers is to find the right mix of them. Activities identified as elements of the promotional mix vary, but typically include the following:

See also


  1. ^ a b c d e f g h Contemporary Marketing 2011 (textbook), Louis Boone, David Kurtz, Cengage Learning, Jan 1, 2010, Elements of the promotional mix, Retrieved Aug. 26, 2014
  2. ^ a b c d e Essentials of Marketing, Charles Lamb, Joe Hair, Carl McDanie, Cengage Learning, Jan 1, 2011, Discuss the elements of the promotional mix, Retrieved Aug. 26, 2014, (see page 514+)
  3. ^ a b Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work, Roddy Mullin, Kogan Page Publishers, Apr 3, 2010, The Promotional Mix, Retrieved Aug. 26, 2014, (see page 30+)
  4. ^ a b c d e f g Harrell, Gilbert D. (2008). Marketing: Connecting with Customers. Chicago Education Press. p. 286. ISBN 9780979830402.
  5. ^ a b c d Small Business Management: Launching and Growing Entrepreneurial Ventures, Justin Longenecker, J. Petty, Leslie Palich, Frank Hoy, Cengage Learning, Sep 27, 2011, The Promotional Mix, Retrieved Aug. 26, 2014, " a business combines its promotional methods...blend of nonpersonal, personal, and special forms of communication aimed at a target market..."
  6. ^ "Promotion | Boundless Business". Retrieved 2020-11-18.
  7. ^ "Digital marketing", Wikipedia, 2019-01-15, retrieved 2019-01-21