Marketing communication: principles and practice

party endorsement
Personal communication
Announcement of the offer 
Selling efforts, rewards
and maintenance of 
favourable feelings and 
removal of barriers to 
purchase, including third-
party endorsement
Source
: Based on van Waterschoot and Van den Bulte, 1992
Table 7.3
The supplementary and complementary promotion mix (below the line)
Promotion
Description
Examples
Product
Inducement to immediate 
Special offer multi-packs, 
action by strengthening the 
temporary extra features
basic product offering for a 
short period
Price
Inducement to immediate 
Sales, temporary discounts, 
action by strengthening the 
coupons
basic price offering for a 
short period
Distribution
Inducement to immediate 
Sales contests, additional 
action by strengthening the 
POS (point-of-sale)
basic distribution offering for 
materials
a short period

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specific direct inducement to purchase. They do not alone bring about an
exchange. 
Tables 7.2 and 7.3 are adapted from van Waterschoot and Van den Bulte’s
(1992) enhanced classification of the marketing mix. They are keen to stress
that ‘promotion’ is a set of inducements and is not a sub-mix of the traditional
promotional mix which is here termed overt communication. It must be
noted, very importantly, that in this revised marketing mix system all of the
four categories of tools are communicative: product, price, and distribution
are covert communicators about the offering. Components of the marketing
mix serve various functions:
•
generative marketing communication
activities include: market
research, product design, new product development, research and
development, product planning, market testing
•