Tutundurma karmasi elemanlari, boyutlar ve çelişkiler
Promotion Elements, Dimensions and Conflicts

Summary/Abstract: From a marketing perspective promotion or the name that used recently communication, integrated marketing communication, is intended to further the objectives of an organization. İt makes use a various tools to perform three essential promotional roles-informing, persuading, reminding target audiences. These tools are treated as a promotion mix in the marketing books. In this study, it is aiming to reveal the dimensions and differences of this promotion mix In Turkey and foreign marketing literature. For this reason, close to fifteen literatures have been examined, the most recent ones were used in the study. As a result in the non-current literature written in Turkey a promotion mix consist of Personal sales, advertising, public relations (in some cases referred to as promotion), sales promotion. In the literature written after 2000, direct marketing was also added of these mixed elements. The study consists of the descriptive dimension of the concept of promotion, literature review on promotion mix and the resulting part of the contradictions.

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