The Promotion Mix is the blend of several promotional activities Advertising, personal selling, sales promotion, public relations, direct marketing used by business to create, maintain and increase the demand for a product.
The marketer has to choose any of the following three strategy relating to distribution channel.
It involves pushing or urging members of the market channel to sell a product or give it adequate display. The primary promotional tool used is personal selling directed towards middle men. Examples include sales contests for company sales people, dealer contests and manufacturer—supplied incentives for sales person.
So, the firm that want to use push strategy must develop a marketing channel that includes wholesalers that have their own sales force and a network of retailers who will promote the product aggressively.
In this strategy the manufacturer tries to stimulate ultimate consumer or industrial user himself instead of middle men. Thus, here the emphasis is on that consumers will ask the product from middle men by name.
Thus, pull strategy typically involves heavy spending by the manufacturer on advertising and various types of sales promotion that are directed to ultimate consumers or industrial users.
Most concern favour the combination of push and pull strategy by using the balance advertising, personal selling and sales promotion directed toward middlemen and consumers. It involves concentrating on producing a superior product and depending only on word of mouth to sell it.
Satisfied customers—whether a wholesaler, retailer, customer or industrial buyer are expected to create demand for the product. Through brands an image is being created and that image is to be created at each level of the marketing channel.
For example, family branding requires less promotion effort to introduce the new product. Consumers may try it because of their satisfaction with other products with the family brand name. Promotion mix decisions often are affected by pricing strategy.
In the case of high priced products, personal selling play a major role because buyers typically perceive considerable risk in buying such products.
In the case of convenience goods advertising is emphasized. This is one of the major factor as without funds nothing can happen. Each element of the promotion mix has a cost.
For each and every activity budget is being prepared. Firm choose among promotion elements on the basis of the relative cost of reaching an intended receiver.
As we know that personal selling is very expensive per person reached than advertising. Sales promotion may be expensive or relatively low cost depending upon the type used. The promotion mix that is settled is a trade-off between the funds available, number of people in the target market, quality of the communication needed and the relative cost of the different promotion elements.
Some firms lack experience with certain promotion elements and do not use them. Include the following factors: Some Firms are more visible to the public because of their products and relative position in the industry.
More people are concerned are concerned about the theirs of highly visible firms. Thus, these firms spend relatively more on public relation. This is also true for firms that have large market share.
Firms whose actions are essential to or are potentially harmful to the public welfare such as chemical, transportation, pharmaceutical, petroleum and steel companies and public utilities, also spend heavily on public relations. Firms often have to mat counter the promotional activities of the rivals to maintain or increase their market share.Factors Influencing the Promotion Mix, Communication Process, and Message Problems.
a number of factors affect the choice of promotion mix elements. Figure Factors That Influence Selection of Promotion Mix. Budget Available. For many companies, the budget available to market a product determines what elements of the .
Factors Affecting Promotion Mix Definition: The Promotion Mix is the blend of several promotional activities (Advertising, personal selling, sales promotion, public relations, direct marketing) used by business to create, maintain and increase the demand for a product.
Factors Affecting Promotion Mix Definition: The Promotion Mix is the blend of several promotional activities (Advertising, personal selling, sales promotion, public relations, direct marketing) used by business to create, maintain and increase the demand for a .
Factors Influencing the Promotion Mix A marketing manager from one company might decide to focus on social media, whereas a marketing manager from another company might decide to focus her company’s efforts on television commercials.
Product-Oriented Factors. The nature of a product or service and where it lies within the product life cycle determines how much information a customer may require before making a purchase decision.
Starting Your Business. Factors Influencing Promotional Mix. Written by Samuel Muriithi for Gaebler Ventures.
A small enterprise owner who intends to embark on business promotion must know what components of the same will be most effective in helping him/her achieve the desired agenda.