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It is believed that there is an optimal way of allocating budgets for the different elements within the promotional mix to achieve best marketing results, and the challenge for marketers is to find the right mix of them. Activities identified as elements of the promotional mix vary, but typically include the following:
The aim of promotion is to increase brand awareness, create interest, generate sales or create brand loyalty. It is one of the basic elements of the market mix, which includes the four Ps, i.e., product, price, place, and promotion. [1] Promotion is also one of the elements in the promotional mix or promotional plan.
Sales promotion is one of the elements of the promotional mix. The primary elements in the promotional mix are advertising , personal selling , direct marketing and publicity / public relations . Sales promotion uses both media and non-media marketing communications for a predetermined, limited time to increase consumer demand, stimulate market ...
The marketing mix is the set of controllable elements or variables that a company uses to influence and meet the needs of ... Promotion elements include "advertising ...
Depending on the incentive, one or more of the other elements of the promotional mix may be used in conjunction with sales promotion to inform customers of the incentives. [ 5 ] Public relations is the use of media tools to promote and monitor for a positive view of a company or product in the public's eye.
IMC requires marketers to identify the boundaries around the promotional mix elements and to consider the effectiveness of the campaign's message. [61] In the mid to late 1980s, the marketing environment was undergoing profound environmental changes with implications for marketing communications.
The promotional mix is the specific combination of promotional methods used for a brand, product or family of products. [17] Advertising is best treated as a multiplier that can leverage other elements of the promotional mix and marketing program. [18] Therefore, advertising must be considered as part of a broader marketing and promotional program.
Promotion (marketing), one of the four marketing mix elements, comprising any type of marketing communication used to inform or persuade target audiences of the relative merits of a product, service, brand or issue Advertising campaign, a promotional campaign; Film promotion; Promotional recording; Radio promotion
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