The Promotion Mix
A promotional mix is the term used to describe a business's total marketing communications program. KEY POINTS
A promotional mix is the term used to describe a business's total marketing communications program. It specifies how much attention to pay to each of the five promotion subcategories, and how much money to budget for each. Advertising - Presentation and promotion of ideas, goods, or services by an identified sponsor. Personal selling - A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oralpresentation. Sales promotion - Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Public relations (Publicity) - Paid intimate stimulation of supply for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media. Direct Marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer. Corporate image may also be considered as the sixth aspect of promotion mix. The Image of an organization is a crucial point in marketing. If the reputation of a company is bad, consumers are less willing to buy a product from this company as they would have been, if the company had a good image. Sponsorship is sometimes added as an seventh aspect.
Promotionthe advancement of an employee's rank or position in an organizational hierarchy system. marketingThe promotion, distribution and selling of a product or service; includes market research and advertising. advertisingcommunication whose purpose is to influence potential customers about products and services. sponsorshipThe aid or support provided by a sponsor; backing or patronage. publicityAdvertising or other activity designed to rouse public interest in something. Direct...
Please join StudyMode to read the full document