Place of Advertising in Marketing Mix – BMS Notes

Even though each word means something different, small businesses use “advertising,” “sales,” “marketing,” and “promotions” to talk about all of their ways of selling. Advertising is a type of marketing communication that falls under the “promotion” part of the classic marketing mix, which is made up of “product,” “price,” “place,” and “promotion.” All four parts of the marketing mix are affected by sales, which is a more general task.

The Three Parts of Marketing

Getting people to buy a product or service requires a coordinated effort that looks at four important marketing areas. First, you use research, such as focus groups, customer surveys, and an analysis of your competitors, to make sure that your product is right for a certain group of people. Once you know what benefits customers want and have made the best product for them, you set the price of your product or service so that it sells the most and makes the most money. The “place” part of the marketing mix talks about how and where you sell your products. This can be in a store, online, through catalogues, or through wholesalers and distributors. The last part of the marketing mix is how you promote your product. This includes things like social media campaigns, advertising, sponsorships, and sales promotions. Rebates, coupons, temporary discounts, and “buy one, get one free” deals are all examples of sales promotions.

Advertising

Paid messages are part of advertising, which is a type of promotion. Advertising gives you control over your message by buying print space, air time, website banners, or outdoor signs with a message you make and put up. This is different from public relations, which tries to get newspapers, magazines, TV shows, and websites to talk about your business for free. You should split your marketing into advertising, public relations, sponsorship, and sales promotions, even if you don’t have a lot of money to spend.

Sales

The word “sales” can mean different things to different companies. In general, it refers to all the planning and face-to-face interactions with customers that you do to get them to buy your product or service. All four parts of the marketing mix are included in sales planning activities. Product development, pricing strategy decisions, distribution discussions, and promotional activities should all be led by sales managers. Getting in touch with customers through phone calls, in-person sales, direct mail campaigns, and customer service are all examples of customer-contact sales activities. They are both promotional and distribution activities because you need to be able to sell things and get them to people who want to buy them. The promotions part of the marketing mix is what you mean when you say “sales” to describe short-term discounts, liquidations, or markdowns on goods or services.

Interrelationships

As your business grows, you may assign different people to work on different marketing tasks, such as your online sales pages, print ads, press releases, distribution channels, and pricing strategies. To make sure that all of your marketing staff and contractors are working together in sync, bring them all together as needed. If, on the other hand, your website says that you offer high-end goods or services but your advertising staff puts buy-one-get-one-free or senior discount coupons in local newspapers, the mixed message can hurt your brand. Before your ads run, your sales staff needs to know the prices, sale dates, warranties, benefits, and other information that will be in them. This stops salespeople from saying things on the phone that later turn out to be false in your ads