consumers and competitor’s price. The place describes the location of point of sales
and which distribution channels would best match the company’s objectives.
Promotion is a component of the marketing mix that has the function of informing
and persuading the target market of a company’ s product offerings. The aim of
promotion is to influence the target consumers feelings and emotions and convincing
them to make an action. For the purpose of this research, we are going to emphasize
on one of the marketing mix element which is promotion.
Product
Marketing
Price
Promotion
Mix
Place
Figure 2.1 Elements of Marketing Mix
2.1.2 Types of Promotion
Promotion itself consist of several types which may include advertising, personal
selling, sales promotion, public relations and direct marketing (Stanton, Etzel and
Walker, 2007). Advertising is a non-personal form of communication that makes use
of different kinds of paid mass media such as social media, TV commercia
and
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