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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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