Identify the concept which is not a part of promotion mix.

Advertising Ethics

The correct answer is option (4)- Advertising Ethics.

Advertising Ethics is not a part of promotion mix.

Advertising ethics is a concept related to the moral and ethical considerations in advertising. It is not related to promotion mix.

Promotion mix refers to combination of promotional tools used by an organisation to achieve its communication objectives. Various tools of communication are used by the marketers to inform and persuade customers about their firm’s products. These include: (i) Advertising, (ii) Personal Selling, (iii) Sales Promotion, and (iv) Publicity.

* Advertising- Advertising is perhaps the most commonly used tool of promotion. It is an impersonal form of communication, which is paid for by the marketers (sponsors) to promote some goods or service. The most common modes of advertising are ‘newspapers’, ‘magazines’, ‘television’, and ‘radio’.

* Personal selling-  Personal selling involves oral presentation of message in the form of conversation with one or more prospective customers for the purpose of making sales. It is a personal form of communication. Companies appoint salespersons to contact prospective buyers and create awareness about the product and develop product preferences with the aim of making sale.

* Public Relations- Public relations involve a variety of programmes designed to promote or protect a company’s image and its individual products in the eyes of the public. The business relates with a number of groups including suppliers, shareholders, intermediaries, activist groups, and the government.

* Sales Promotion - Sales Promotion refers to short-term incentives, which are designed to encourage the buyers to make immediate purchase of a product service. These include promotional efforts other than advertising, personal selling and publicity, used by a company to boost its sales. Commonly used Sales Promotion Activities include rebate, Discount, refunds, Product Combinations, Quantity Gift, Instant Draws and Assigned Gift, Lucky Draw, Usable Benefit, Full Finance @ 0%, sampling, and contests.