ABSTRACT
Each component of the promotional mix of advertising, public relations, sales incentives, personal selling, and direct marketing has a unique purpose. For example, the objective of advertising is to generate awareness of the product by communicating a general message on its features and benefits via various
print and broadcast media. The objective of public relations is to maintain a positive image of the company and brand by communicating through the media. Sales incentives also have a specific purpose: to move the consumer from an awareness of the product to actual purchase.
