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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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