The promotional mix consists of a blend of personal selling, sales promotion and advertising, public relation tools.
Sales Promotion-good for building awareness with the consumer -effective at reaching a wide audience market
-repetition of main brand and product positioning helps build consumer trust and loyalty- impersonal as the business cannot answer all customer queries
- hard to get the customer to make up their mind on making a final buy Personal Selling- lots of communication between the buyer and the seller - easier to communicate all pros and cons with consumers giving detailed features and product information - when closing the sale, the seller can develop a long time relationship with the consumer- as it involves a member of staff, it can be costly to run a sales team - if there are many buyers involved, it might not be a viable option Sales Promotion- good as a short - term method of communication - if targeting the right promotional incentives on certain products, sales promotion can quickly increase sales- customers may get used to the effect of the incentives if used in the long term - the brand image might be damaged to due too much promotion as it gets too repetitive Public Relations- the company's image might seem more credible as it is seen through a third party such as the tv, magazines, internet etc. - if a company uses the right media, it could reach out to a wide audience- when third parties for instance give reviews, it would be hard for the business to control what is being said about their product or...