The objectives of the promotion are:
Objective of the Global Development:
According to McCarthy and Perreault, the overall objective of the promotion is to influence behavior.
Something that companies expect to get the promotion is that the audience or group of potential buyers to whom it is directed advocacy program, choosing and purchasing the product they offer. To do this, they need to influence their behavior, which is not easy to achieve, and this is why it is the overall objective of the promotion.
Basic or fundamental objectives of the Promotion:
To try to influence the behavior of target audiences, the market must be considered an expert in three basic or fundamental objectives: to inform, persuade or remind.
Report: In other words, to make the pool of potential buyers the existence of the product, the benefits it provides, the how, the where to buy, among others. According to Stanton, Etzel and Walker, the most useful if it fails, nobody knows of its existence.
This objective of promotion is generally applicable to: 1) products of complex and technical nature, such as cars, computers and investment services, 2) marks the introduction of “new” class “old” products, 3) the introduction of entirely new products or innovative, 4) the suggestion of new uses for the product, 5) creating an image for the company. ¡Business are business!

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When designing a “Promotion Program”, an expert in the markets should make decisions about what are the objectives that seek to achieve promotion. This is essential because in addition to defining what is to be achieved, allowing other decisions, for example, about the combination of advocacy tools to be used, the amount of money to be budgeted, among others.
It is therefore important that experts in the market have a good knowledge about what the main objectives of the promotion so that they are better equipped to identify in their promotion programs that seek to achieve with this tool in the mix marketing.
Main Objectives of the Development:
While you can set various targets for the promotion, there are three main types of goals that experts in the market should take into account when designing their promotion programs. ¡Business are business!

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In short, the promotional mix is the combination of certain tools such as advertising, personal selling, sales promotion, public relations, direct marketing, merchandising and advertising white, to achieve specific goals for the company or organization.
Tools Promotion Mix:
Here are the main tools of the promotional mix together with a brief explanation:
Tool Explanation
Any form of advertising paid non-personal presentation and promotion of ideas, goods or services by an identified sponsor.
Forma selling Personal selling, in which there is a direct link between buyer and seller. It is an effective tool to create preferences, beliefs and actions in the buyers.
Sales promotion consists of short-term incentives that encourage the purchase or sale of a product or service. For example, free samples, coupons, special prize packages, gifts, discounts on the spot, bonuses, among others.
Public Relations consists of cultivating good relations with various public (shareholders, employees, suppliers, customers, etc …) of a company or organization.
Direct Marketing is to establish direct communication with individual consumers, cultivating relationships with them through the use of telephone, fax, email, among others, in order to obtain an immediate response.
Merchandising is the set of techniques to manage the selling point for the rotation of certain products.
Advertise Blanca consists of the impersonal way to stimulate demand or to influence the opinion or attitude toward a company, through a communication media that do not pay the company or organization that benefits from it. ¡Business are business!

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to Philip Kotler and Gary Armstrong, author of the book “Fundamentals of Marketing”, the mix of promotion or “total mix of marketing communications company, is the specific combination of tools for advertising, sales promotion, public relations , personal sales and direct marketing that the company uses to achieve its marketing and advertising goals”.
For Stanton, Etzel and Walker, author of the book “Fundamentals of Marketing, the promotional mix is the combination of personal selling, advertising, sales promotion and public relations for an organization.”
According to the Dictionary of Cultural Marketing SA, “the communication mix (mixture of promotion) is an element of the marketing mix of the company that serves to inform and persuade the market to your products and services. The mix of communication tools used as personal selling, advertising, sales promotion, merchandising (or promotion at point of sale), public relations and advertising white (communication in mass media that does not pay the company or organization that benefits from it.” ¡Business are business!

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The mix of promotion, also known as the promotional mix, mix of marketing communications, communication mix or promotional mix, is a fundamental part of marketing strategies for product differentiation, positioning, market segmentation and brand management, among others, require an effective promotion to produce results.
Therefore, it is desirable that all people involved with various marketing activities are aware of what the mix of promotion and what are the main tools for this manner are better able to adequately support its planning, implementation and control.
Definition of Mixed Promotion, according to experts in the field:
Para la American Marketing Asociation (AMA), la mezcla de promoción es “un conjunto de diversas técnicas de comunicación, tales como publicidad, venta personal, promoción de ventas y relaciones públicas, que están disponibles para que un vendedor (empresa u organización) las combine so as to achieve their specific goals.” ¡Business are business!

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