Promotional Mix

A promotional mix is the combination of certain promotional tools which include advertising, publicity, sales promotion, personal selling, direct-response communication, and social media in order to reach the target market and achieve an organization’s overall goals.

There exists six factors to the promotional mix. Companies may choose to not to use all of them when it comes to a product, or may use a combination of the six.

Nature of the Product

The nature of a product can be categorized into several different ways. For example, is the product a business product or a consumer product? Is it a necessity product or a luxury product? To reach rapid consumer acceptance, companies may use advertising, personal selling, sales promotion, and publicity as their four tools to reach their goals.

Stage in the Product Life Cycle

As mentioned in the previous chapters, a product goes through four stages of its product life cycle. At each stage, organizations must be aware of potential threats and opportunities. And at each stage, a company must be prepared for a different marketing strategy.

Target Market Characteristics

With a high level of potential customers who are now widely informed because of tools such as the internet, who tend to be brand-loyal repeat customers will force companies to require a promotional mix that requires more use of social media, advertising, and promotions.

Types of Buying Decision

Customers buy products and services for different reasons. For example, for everyday routine products, companies must point out that their brand is better than the competition with distinguishing characteristics that remind consumers why they buy from them in the first place.

Available Funds

If a company is lacking in funds, this may affect their promotional mix. If they are available to a company, an organizational will normally...