Under promotion as a function of marketing, the ‘promotion mix’ refers to:
Answer & explanation
Correct answer: option 3
The correct answer is Option (3) → the combination of the promotional tools that will be used
Option (1) the amount of money set aside for promoting the products — Incorrect. Money set aside for promotion is the promotion budget. It is a separate promotion decision from the mix.
Option (2) the combination of product, price, place and promotion — Incorrect. These four together form the marketing mix, the four Ps. Promotion is only one element of it.
Option (3) the combination of the promotional tools that will be used — Correct. The promotion mix is the combination of promotional tools a firm uses, such as advertising, personal selling, publicity and sales promotion. Deciding this mix is one of the main promotion decisions.
Option (4) the short-term incentives offered to buyers to buy the product now — Incorrect. Short-term incentives to buy now are sales promotion, which is only one tool inside the promotion mix.
The marketing mix is made of the four Ps; the promotion mix is made of the tools within one of them, promotion.
NCERT (2026-27 Edition): “9. Promotion: Promotion of products and services involves informing the customers about the firm’s product, its features, etc., and persuading them to purchase these products. The four important methods of promotion include advertising, Personal Selling, Publicity and Sales Promotion. A marketer has to take several crucial, decisions in respect of promotion of the products and services such as deciding the promotion budget, the promotion mix, i.e., the combination of the promotional tools that will be use, the promotion budget, etc.” |