This article throws light upon the top four factors influencing promotional mix. The factors are: 1. Product Related Factors 2. Consumer Related Factors 3. Firm Related Factors 4. Situation Related Factors. Factor # 1. Product Related Factors: Three product related factors affect the promotion mix as: (a) Amount and complexity of product information (b) Product's stage in the life cycle [...]
This article throws light upon the top five elements of promotional mix of products. The elements are: 1. Advertising 2. Personal Selling 3. Sales Promotion 4. Publicity 5. Public Relations. Element # 1. Advertising: It is a paid form of non-personal mass communication by an identified sponsor. The mass media used include print media, direct mail, audio visual media, bill [...]
This article throws light upon the five main objectives of promotional communication. The objectives are: 1. Behaviour Modification 2. Objective to Inform 3. Objective to Persuade 4. Objective to Remind 5. Specific Objectives. Objective # 1. Behaviour Modification: Promotion seeks to: (a) Modify behaviour and thoughts {e.g., get you to drink coca cola rather than Pepsi), (b) Reinforces existing behaviour [...]