Formulating the Promotion Mix

Promotional Mix is part of the promotional strategy being made up of 4 variables

1. Advertising

• Public presentation - convers a leitimacy on product
• Permits repitition of message
• Dramatises company and its products
• Impersonality

2. Personal selling

• Personal confrontation
• Cultivation
• Response

3. Sales promotion

• Trade promotions
• Sales force promotions

4. Publicity

• High varacity (believability)
• Offguard
• Dramitisation

Effectiveness of methods

• Publicity - more effective at awareness stage
• Advertising - becomes less effective over time
• Personal selling - more effective when a more personal relationship is needed
• Sales promotion - gives added incentive for buyer action

Role of advertising

• Awareness building
• Comprehension building
• Efficient reminding
• Lead generation
• Legitimisation
• Reassurance

Factors influencing the promotion mix

• Promotion budget available
• Stage of product life cycle
• Nature of market situation
• Target of the promotion
• Nature of the product