PROMOTION. This component refers to the methods used to communicate
with consumer markets. The promotion mix includes advertising, personal
selling, sales promotions (e.g., coupons, rebates, and contests), and
publicity. These are the vehicles that can be used to communicate the firm’s
intended messages to consumers. The decisions for promotion involve theamount to be spent on each component of the promotion mix, the strategies
for each of the components, and the overall message to be sent.