Editing Marketing (section)

==Promotional mix==
{{see also|Integrated marketing communications|3=Promotional mix}}
The promotional mix outlines how a company will market its product. It consists of five tools: personal selling, sales promotion, public relations, advertising and social media:
* [[Personal selling]] involves a presentation given by a salesperson to an individual or a group of potential customers. It enables two-way communication and relationship building, and is most commonly seen in business-to-business marketing but can also be found in business-to-consumer marketing (e.g.: selling cars at a dealership).<ref name=":0" />
[[File:ASC Leiden - W.E.A. van Beek Collection - Dogon markets 21 - Women selling their beer warn the photographer that he also has to buy some, Tireli, Mali 1989.jpg|thumb|Personal selling: Young female beer sellers admonish the photographer that he also has to buy some, Tireli market, Mali 1989]]
* [[Sales promotion]] involves short-term incentives to encourage the buying of products. Examples of these incentives include free samples, contests, premiums, trade shows, giveaways, coupons, sweepstakes and games. Depending on the incentive, one or more of the other elements of the promotional mix may be used in conjunction with sales promotion to inform customers of the incentives.<ref name=":0" />
* [[Public relations]] is the use of media tools to promote and monitor for a positive view of a company or product in the public's eye. The goal is to either sustain a positive opinion or lessen or change a negative opinion. It can include interviews, speeches/presentations, corporate literature, social media, news releases and special events.<ref name=":0" />
* [[Advertising]] occurs when a firm directly pays a media channel, directly via an in-house agency<ref name=MarketingInHouse.NYT2019>{{cite news
|newspaper=[[The New York Times]]
|url=https://www.nytimes.com/2019/10/28/business/media/advertising-industry-research.html
|title=The Advertising Industry Has a Problem: People Hate Ads
|author=Tiffany Hsu  |date=28 October 2019}}</ref> or via an advertising agency or media buying service, to publicize its product, service or message. Common examples of advertising media include:
{{columns-list|colwidth=22em|
* TV 
* Radio 
* Magazines
* Online 
* Billboards
* Event sponsorship
* [[Advertising mail]] (direct mail)
* Transit ads<ref name=":0" />
}}
* [[Social media marketing|Social media]] is used to facilitate two-way communication between companies and their customers. Outlets such as [[Facebook]], [[Instagram]], [[Twitter]], [[Tumblr]], [[Pinterest]], [[Snapchat]], [[TikTok|Tik Tok]] and [[YouTube]] allow brands to start a conversation with regular and prospective customers. Viral marketing can be greatly facilitated by social media and if successful, allows key marketing messages and content in reaching a large number of target audiences within a short time frame. These platforms can also house advertising and public relations content.<ref name=":0">{{Cite book|title=Principles of Marketing
|last1=Lamb |first1=Charles |last2=Hair |first2=Joseph |last3=McDaniel |first3=Carl |publisher=Cengage Learning
|year=2016 |isbn=978-1-285-86014-5 |location=Boston, MA}}</ref>