Pros and cons of the promotional mix.

Topics: Marketing, Public relations, Sales Pages: 3 (976 words) Published: February 16, 2006
In today business, by just having a good varieties of product is not sufficient to accomplished great result. There is no use by having a very good product when no one knows about them. This is when promotion comes in, to describe any activity by a business for informing, influencing and persuading customers. In a nutshell, promotion is all about companies communicating with customer. In total there are four key elements in the promotional mix which is advertising, personnel selling, sales promotion and public relations tools. No matter how good a strategy or a plan is perform; advantage and disadvantage are surely to exist. The main purpose of conducting this literature review is to precisely identify the advantages and disadvantages of the four elements.

One of the most popular promotional elements that company usually us is the advertising, but before we look into the pros and cons of this element. We first have to study its definition, what really is advertising? According to tutor2u® advertising is any paid form of non-personal communication of ideas or products in the "prime media". Examples are television, newspapers, magazines, billboard posters, radio, and cinema. Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say) and the medium (how you get your message across). After looking at the definition, we move on to the pros and cons of this element, first of all if u plan to reach out to a wide range if audience then advertising is the best choice. Advertising is very useful in the beginning of a product life cycle; this is because it helps a lot in building brand awareness. Although it enables company to reach out to a wide audience but advertising are unable to persuade customer to make the final purchasing decision. This is because advertising is a one way communication. Only buy advertisement itself, it is not possible to answer all customers question. In...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Promotional Mix Essay

    ...PROMOTIONAL MIX STRATERGIES FOLLOWED AT BIG BAZAR What is Promotional Mix? In marketing, the promotional mix describes a blend of promotional variables chosen by marketers to help a firm reach its goals. It has been identified as a subset of the marketing mix. It is the coordination of marketing activities which includes publicity, sales promotion, advertising, direct marketing and personal selling. It is a coordination of activities that you will perform to directly interact with your customers. For example giving sales presentations helps you to interact with the customer one on one to answer their questions and demonstrate your product. The above figure gives a represents of how promotional mix is a subset of marketing mix. Various methods followed under Promotional Mix: Public Relations Advertising Sales Promotions Personal Selling Direct Marketing Public Relations: Public relations or publicity is information about a firm's products and services carried by a third party in an indirect way. This includes free publicity as well as paid efforts to stimulate discussion and interest. It can be accomplished by planting a significant news story indirectly in the media, or presenting it favorably through press releases or corporate anniversary parties. Examples include newspaper and magazine...

    Read More
    1720 Words 6 Pages
  • Promotional Mix Research Paper

    ...Explain what promotional Mix is and what each thing does. Promotion mix elements are advertising, sales promotions, public relations, personal selling, and direct marketing. Promotion mix is when a company’s promotion strategy focuses on more than one element, so the challenge is to integrate these different communication tools in an effective way. To be sure promotion mixes works with the overall marketing mix, thereby combining elements of promotion with place, price, and product to position the firm’s offering in peoples minds. Promotion mix is broken down into three parts Mass Appeals (advertising, sales promotion, and public relations), Personal Appeals (personal selling and direct marketing), and Buzz Appeals (word of mouth). - Mass Appeals Advertising is nonpersonal communication from an identified sponsor using the mass media. Advertising can establish and reinforce a distinctive brand identity. That helps marketers bond with customers and boost sales. Advertising can also be very expensice, so firms must ensure that their messages are effective. Adversiting is the highest extent of marketers control over communication. Sales promotions includes programs such as contests, coupons, or other incentives that marketers design to build intrested in or encourage purchases of a product during a specified period. Sales promotion provide retailers with incentives to...

    Read More
    687 Words 3 Pages
  • promotional mix Essay

    ...Introduction: The marketing mix is a business tool used in marketing and by marketing professionals. The marketing mix is often crucial when determining a product or brand's offering, and is often synonymous with the four Ps: price, product, promotion, and place; in service marketing, however, the four Ps have been expanded to the Seven Ps or Eight Ps to address the different nature of services. Definition: The definition that many marketers learn as they start out in the industry is: Putting the right product in the right place, at the right price, at the right time. The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix. When marketing their products firms need to create a successful mix of: the right product sold at the right price in the right place using the most suitable promotion. To create the right marketing mix, businesses have to meet the following conditions: The product has to have the right features - for example, it must look good and work well. The price must be right. Consumer will need to buy in large numbers to produce a healthy profit. The goods must be in the right place at the right time. Making sure that the goods arrive when and where they are wanted is an important operation. The target group needs to be made aware of...

    Read More
    1718 Words 7 Pages
  • Promotional Mix Essay

    ... Task 1 (P1) Describe the promotional mix used by two selected organisations for a selected product/service. Use a high street retailer of your choice and a business of your choice, which provides a service. • Using these two organisations, you must describe the promotional mix they use to communicate information about their products or services to their customers. • You should include a description of the promotional methods they use. • Include pictures and examples where possible. • You should explain what the promotional mix is designed to do and how the business will benefit by using the particular mix they have chosen. Promotional Mix: The promotional mix is how a business attempts to promote their business to a specific target audience. The variety of promotional methods that the business use is known as the promotional mix; the promotional mix is made up of 6 parts: - Advertising - Sales Promotion - Public Relations - Personal Selling - Sponsorship - Direct Marketing River Island – Promotional Mix Task 2 (P2) Explain the role of promotion within the marketing mix for a selected product/service. Pick a mobile phone...

    Read More
    1250 Words 5 Pages
  • Promotional Mix Essay

    ...businesses might have good products and a wide product range, or sold at attractive prices. The company's at hand would still have to generate sales and profits the benefits would have to be communicated to the consumers through promotion. The promotional mix consists of a blend of personal selling, sales promotion and advertising, public relation tools. Promotion Element Advantages Disadvantages 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...

    Read More
    334 Words 2 Pages
  • Essay on Introducing the Promotional Mix

    ...Promotional mix It is helpful to define the five main elements of the promotional mix before considering their strengths and limitations. Advertising Advertising is any paid form of non-personal communication of ideas or products in the "prime media": i.e. television, newspapers, magazines, billboard posters, radio, cinema etc. Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say) and the medium (how you get your message across) Direct marketing Direct marketing creates a direct relationship between the customer and the business on an individual basis. Personal Selling Personal selling refers to oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale". Sales Promotion Sales promotion refers to the provision of incentives to customers or to the distribution channel to stimulate demand for a product. Public Relations Public relations is the communication of a product, brand or business by placing information about it in the media without paying for the time or media space directly Factors that determine the type of promotional tools used Each of the above components of the promotional...

    Read More
    449 Words 2 Pages
  • Categories of a Promotional Mix Research Paper

    ...Promotion mix is the combination of advertising, sales promotion, public relations, personal selling and direct marketing tools that a company uses to communicate value and build relationships (Kotler & Armstrong, 2008). A balanced mix of these aspects is needed to build and maintain profitable customer relationships. Advertising is, “and paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor” (Kotler & Armstrong, 2008). For example advertising includes mass media, TV ads, radio spots etc. Kotler and Armstrong define sales promotion as, “short term incentives to encourage the purchase or sale of a product or service” (2008). Sales promotions could include things like special sales or coupons. Public relations or publicity, as defined by Kotler and Armstrong is “Building good relations with the company’s various publics by obtaining favorable publicity, building up good corporate image, and handling or heading off unfavorable rumors, stories and events” (2008). Personal selling is ”personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships” (Kotler & Armstrong, 2008). Basically personal selling is personal contact with a consumer; an easy example of this would be sales telemarketing. Direct marketing is targeted toward individual consumers to obtain an immediate response to the company’s efforts and to build lasting relationships (Kotler &...

    Read More
    268 Words 2 Pages
  • Red Bull

    ...Describe the promotional mix used by red bull Red bull was originally established in Thailand in 1962 under the name Krating Daeng, Red Bull was incorporated in 1984 with its head office in Austria. It is now a market leader in the energy drink segment with presence in over 130 countries and an employee base of over 3,900 worldwide. It recorded a turnover of $2.6 billion in 2006 with a whopping 300% increase in global sales as compared to the year 2000. Starting with its first international foray in the neighbouring Hungary in 1993, it has since then entered and established a foothold in various key markets like United States, Germany and United Kingdom. Through its well developed network of local subsidiaries in these and other key markets, it manages to make its products available in more than 100 countries. The brand Red Bull has a reputation of unconventional marketing strategies, first mover in the energy drinks market and a strong player in the overall functional drinks market. http://en.wikipedia.org/wiki/Red_Bull Advertising Red Bull uses many ways of advertising, from billboards to television adverts. Red Bull mostly focus on advertisement through the media as it reaches its primary target market of young people. Here are a few examples of red bulls advertising strategies. Their most popular and well known type of advertising is their adverts on television. They use TV adverts as it is an affective way of reaching out to the...

    Read More
    1225 Words 5 Pages

Popular Essays

Become a StudyMode Member

Sign Up - It's Free