The promotional mix includes advertising personal selling sales promotion and direct marketing
16.The promotional mix includes advertising, personal selling, __________, public relations, anddirect marketing.(p. 334)A.publicityB.sales promotionC.infomercialsD.risk-free trialsE.word-of-mouthThe promotional element consists of communication tools, including advertising, personalselling, sales promotion, public relations, and direct marketing. The combination of one ormore of these communication tools is called the promotional mix. Show AACSB: AnalyticalBlooms: ComprehensionDifficulty Level: MediumKerin - Chapter 15 #16Learning Objective: 15-01 Discuss integrated marketing communication and the communication process.Level of Learning: ComprehensionTopic: Promotional Mix17.(p. 334)The promotional mix includes advertising, personal selling, sales promotion, _________, anddirect marketing. Get answer to your question and much more Digital Library > Defining and Serving a Market > Market strategy"How to Establish a Promotional Mix" You drive sales by promoting the benefits of your company's goods or services to pools of potential buyers. The ways you promote your organization will largely determine whether you successfully plant the right messages in the minds of your target audience. This module explains how you can establish a promotional mix best suited to your company's needs and resources WHAT TO EXPECT Even a superior product doesn't sell itself. Your customers need information about your product or service before they buy it. The ways you communicate features and benefits to your potential customers is called a promotional mix. This Business Builder will explain how you can maximize your company's promotional mix for best results. WHAT YOU SHOULD KNOW BEFORE GETTING STARTED [top] When you promote your business, you're engaging in persuasive communication: You want to convince others to buy from you. You must select the right promotional strategy to:
A promotional mix is an allocation of resources among five primary elements:
How you integrate these elements depends on what you're promoting, the biases and preferences of the potential customers you're courting, general market conditions and your promotional budget. The communications process will succeed if:
UNDERSTANDING THE MAIN COMMUNICATION CHANNELS [top]
WHY YOU NEED A PROMOTIONAL MIX [top] If you deliver your message in many different ways, you increase your odds of reaching your target market. Hundreds of messages a day bombard your target market, but only a select few penetrate their consciousnesses. Of those, an even smaller percentage eventually lead them to act. You may want to communicate a range of messages to different markets. If you have a product, such as spot remover, that's used by general consumers but that auto mechanics apply in a more specialized way, you should communicate different messages to each market via different media and methods. You might air a TV commercial to reach consumers and place an ad in an auto magazine to reach mechanics. Without the proper promotional mix, you may squander your limited resources by taking a scattershot approach. Promotion must advance your overall marketing plan and reinforce the dialogue you want to establish with the segments of the marketplace you covet most. Beware: In their rush to expand, some fast-growth entrepreneurs fail to coordinate their marketing strategies with their specific promotional efforts. A common trap: You invest heavily on advertising or sales promotion, but you overlook quality control for your product or price it improperly. ESTABLISHING YOUR PROMOTIONAL MIX [top] Establishing the promotional mix that's right for your company involves seven steps:
What is included in the promotional mix?A promotional mix is a combination of marketing methods including advertising, sales, public relations and direct marketing to achieve a specific marketing goal.
What are the 4 types of promotion mix?There are four elements that make up the promotional mix. They are sales promotion, public relations, personal selling, and advertising.
What are the 5 promotional mixes?A promotional mix is an allocation of resources among five primary elements: Advertising. Public relations or publicity.. Advertising. Advertising is any paid form of media communication. ... . Sales Promotions. ... . Public Relations. ... . Direct Marketing. ... . Personal Selling.. What is promotion in the marketing mix?In marketing, promotion refers to any type of marketing communication used to inform target audiences of the relative merits of a product, service, brand or issue, most of the time persuasive in nature.
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