Karaieva T.V. English language advisor, Cand. of Pedagogical Sc., associate professor

Promotional mix as one of the basic instruments for marketing has been considered in the article. The purposes of promotion as well as its methods depending on the factors and potential uses have been substantiated.

Due to the fact that any country tries to reach new economic level of its development the demand in innovative methods of commodities and services promotion working out is being formed in the sphere of marketing operations for reaching by it the advanced positions in the market.

It is a common mistake to believe that promotion by business is all about advertising. It is not really so. There is a variety of approaches that a business can take to get its message across to customers, although advertising is certainly an important one. [1]

The purpose of the article is to define the promotional mix impact on market economy as well as marketing operations in a whole.

It is worth of mentioning that promotional mixis the basic instrument of marketing having in purpose to: a) inform about other instruments of marketing mix; b) contribute to the long term sales increase.

The promotion is always serving to specific goals being used for:

1) public informing; 2) demand increasing; 3) product differentiating; 4) product value increasing or sales stabilizing.

The major aimof promotion is to ensure that customers are aware of the existence and positioning of products. Promotion is also used to persuade customers that the product is better than competing products and to remind customers about why they may want to buy. Promotion is usually targeting to achieve more than one goal.

The methods of promotion are:

1. Advertising is communication with current and potential customers and consumers, done through paid mass media. The channels of communication can be TV, radio, Internet, billboards and others.

2. Public Relationship (PR) is communication toward public, but is turned more to reputation and image of the company, than to its products. The PR activity can be a press conference, TV interview with company representative, press article about donation of the company to charity or about latest environmental project.

3. Personal Sales is a way of promotion activity where sales representative is directly contacting the customer. This person-to-person contact has the goal of direct promotion of the product and conclusion of sales.

4. Sales Promotion represents a set of different promotional activities that has the goal of animating customers for purchasing. This can be value offer (discount), quantity offer (2+1), prize drawings, merchandising, direct contact by animators in retail outlet and others [2].

Potential Uses of Promotion in Business can be used to:

1. Increasing sales

2. Attracting new customers

3. Encouraging customer loyalty

4. Encouraging trial

5. Creating awareness

6. Informing

7. Reminding potential customers

8. Reassuring new customers

9. Changing attitudes

10. Creating an image

11. Positioning a product

12. Encouraging brand switching

13. Supporting a distribution channel [1].

The way in which promotion is targeted is split into two types:

1) above the line promotion – paid for communication in the independent media e.g. advertising on TV or in the newspapers (though it can be targeted, it could be seen by anyone outside the target audience);

2) below the line promotion – promotional activities where the business has direct control e.g. direct mailing and money off coupons (it is aimed directly at the target audience [3]).

Taking into account everything mentioned above it should be concluded that: a) the Promotional Mix thus creates the consumer's demand by means of forming request for the product through the supply channel;

b) companies and small business owners can use many advertising promotional tools, including magazine ads, Internet marketing and direct mail as well as social media sites such as Facebook, VK and Twitter also providing advertising sources for the experienced business owners;

c) the key in advertising is finding cost-effective ways to reach potential customers;

d) companies can also use free advertising by writing articles or listing their websites in search engines like Yandex and Google [4].