Promotion Mix | Marketing Communications Mix

Marketing Mix | The 4Ps > Best Practices > Promotion Mix | Marketing Communications Mix

Promotion Mix | Marketing Communications Mix
Jaap de Jonge, Editor, Netherlands
The term Promotion Mix (PM), also called Marketing Communications Mix, must not be confused with the Marketing Mix (4 Ps). In fact, the Promotion Mix breaks down one of the 4 Ps: Promotion.
The PM can be defined as the specific blend of promotion tools that a company uses to engage prospects and customers, persuasively communicating customer value, and developing customer relationships.
Itís important that a company not only creates but also communicates its value propositions to its prospects and customers in a planned and clear way to create and develop profitable customer relationships. This is what promotion and the PM are all about.
The PM consists of a blend of 5 variables that a marketer can control:
  1. ADVERTISING: Any paid form of (non-personal) communication and marketing used to convince ...Sign up

Promotional Mix Includes PR
zacharia mwendwa, Student (Other), Member
I like the way Jonge brought PR into the promotional mix, even if it does not only promote the product, but also connects the company to the public wh...Sign up

Another Perspective on Integrated Marketing Communication
Gandhi Heryanto, Management Consultant, Indonesia, Premium Member
The Journal of Integrated Marketing Communication describes IMC as, "a customer-centric, data-driven method of communicating with customers". Accordin...Sign up

Measuring the Promotion Efforts
Andrew Blaine, Business Consultant, South Africa, Member
To be successful, any marketing/promotional initiative needs to ask (and answer) the following questions:
1. What do I want to say?
2. To wh...Sign up

The Essence of Integrated Marketing Communication
Jaap de Jonge, Editor, Netherlands
@Gandhi Heryanto: Thanks for sharing this perspective of the Journal of Integrated Marketing Communication, apparen...Sign up

Powerful Customer Interaction at the basis of the Promotion Mix
Fidorra, Manager, Germany, Member
From my experience, one of the most powerful customer interaction options are expert workshops. Itís all about understanding customerís strategic focu...Sign up

Engagement Gearing
Helen Strong, Business Consultant, South Africa, Member
There is absolutely no doubt that different types of communication and promotions must work together to build awareness and attract consumers to inter...Sign up

Understand the Profile of the Customers First
jorge anibal hoyos hoyos, Manager, Colombia, Member
Not only the customersí needs but their entire profiles, that is their finance situation, organization, positioning, reputation, etc. is important to ...Sign up

Tools in the Promotion Mix can be Treated Separately too
Jafeth Quintanilla, Teacher, Peru, Member
I believe that the five tools of the promotion mix are very important even if you work with only one of them. You do not necessarily have to take all ...Sign up

Sales Promotion Through Exhibitions
vijay, Manager, India, Member
Historically, exhibitions have been one of the major channels for sales promotion for industrial products. There is a trend of declining customer v...Sign up

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