Promotional Mix

Posted in Marketing and Strategy Terms, Total Reads: 663
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Definition: Promotional Mix

Activity

Reach

Timing

Cost Flexibility

Exposure

Direct Marketing

Large Reach

Direct Interaction

Intermittent

Customised message

Relatively High

Public relation

Indirect interaction

Large Reach

Intermittent

Standard Message

No direct cost

Advertisement

Indirect interaction

Large Reach

Regular contact

Standard Message

Low to Moderate

Sales Promotions

Indirect interaction

Large Reach

Intermittent

Standard Message

Varies

Personal Selling

Direct Interaction

Limited Reach

Regular contact

Tailored Message

Relatively High


In order to communicate about the products to customers promotion is necessary. Thus a total marketing communication programme is called as promotional mix. Thus the right mix of all the 4 results in optimal budgeting and achieving marketing targets.


Advertising: It is a one way communication where the company promotes the benefits of the product, in variety of media outlets for the goods or services. For example print Ads, Television ads, city buses, magazines, etc.


Public Relation: Create awareness about the brand by influencing the target audience through public activities. It is about creating favourable image of the company , its policies and products. In order to get publicity the announce news regarding the employees and events conducted by them for social welfare. For example: blood donation campaigns


Direct Marketing: Rather than targeting mass audience, direct marketing is aimed to a targeted group of prospective customers. The customers are either targeted by personalized emails or mails. It helps to communicate to the customers about product announcements, bulletins, special promotions, order confirmations and customer inquiries.


Sales Promotions: In order to stimulate the purchasing of the customers companies promote new products, increase sales and provide discounts. For example: Free coupons, product sample distribution, etc.


Personal Selling: It is one to one interaction between customer and the seller. Many times it is the most effective way of selling, but results in high cost. For example telemarketing, personal meetings, etc.

 

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