A Short
Marketing Course Formulating the Promotion Mix
Promotional Mix is part of the promotional strategy being
made up of 4 variables
1. Advertising
Public presentation - confers a legitimacy on product
Permits repetition of message
Dramatizes company and its products
Impersonality
2. Personal selling
Personal confrontation
Cultivation
Response
3. Sales promotion
Trade promotions
Sales force promotions
4. Publicity
High veracity (believability)
Off guard
Dramatization
Effectiveness of methods
Publicity - more effective at awareness stage
Advertising - becomes less effective over time
Personal selling - more effective when a more personal
relationship is needed
Sales promotion - gives added incentive for buyer action
Role of advertising
Awareness building
Comprehension building
Efficient reminding
Lead generation
Legitimization
Reassurance
Factors influencing the promotion mix
Promotion budget available
Stage of product life cycle
Nature of market situation
Target of the promotion
Nature of the product
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