Promotion Mix 
    (or Marketing Communication Mix)
     The specific blend of promotion tools that 
      the company uses to persuasively 
      communicate customer value and build 
      customer relationships
    Promotion Tools
     Advertising
     Sales promotion
     Personal selling
     Public relations
     Direct marketing 
    Promotion Tools
     Advertising: any paid form of 
      nonpersonal presentation and 
      promotion of ideas, goods, or services 
      by an identified sponsor i.e. broadcast, 
      print, Internet, outdoor, and etc.
     Sales promotion
     Personal selling
     Public relations
     Direct marketing 
    Promotion Tools
     Advertising
     Sales promotion: short-term incentives 
      to encourage the purchase or sale of a 
      product or service for a specific period 
      of time i.e. discounts, coupons, displays, 
      demonstrations, and etc.
     Personal selling
     Public relations
     Direct marketing 
    Discount and Allowances in Pricing 
    Strategy VS. Sales Promotion
     Discount and allowances in Pricing 
      Strategy: offering to customer without 
      specified time period
     Discount in Sales Promotion: offering to 
      customer with condition and time frame to 
      stimulate a short-term sales volume and 
      more consumer demand in the short run