The Promotional Mix

In: Business and Management

Submitted By enid488
Words 1584
Pages 7
Abstract
The promotional mix has been used for many years to help explain the promotional activities undertaken by organizations. Promotion is considered to be one of the 4P’s on the marketing mix. The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to pursue its advertising and marketing objectives. In order to decide how too properly to utilize the mix is important to consider the relative strengths and weakness of each component of the mix. The objectives of the promotional mix must be realistic and reasonable.
Each promotional element has a different communication capacity, is effective at different stages in the buying process and there is a different level of control over each one. The decision for choice of promotion mix will depend upon several factors such as, the target audience, objectives, complexity of the product, and monetary restraint. The advertising we have known in the past couple of decades has been about interruptions, and the advertising in the future need to be more about engagement (Hughes & Fill, 2007). It is not enough for a business to have good products sold at attractive prices in order to generate sales and profits, the benefits of products have to be communicated to customers.
Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor (Kotler & Keller 2009). It is the mass media method of marketing communication and provides exposure to the largest and most geographically disperses audience at the lowest cost per person. It is intended to inform, persuade, and remind. It is good for building brand image, consider as impersonal, and one-way communication. The traditional conceptual model for creating any advertising message is the AIDA Model (Aberdeen, 2009). It…...

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