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 (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.
It's important that a company not only creates
but also communicates
its 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:
- : Any paid form of (non-personal) communication and marketing used to convince or persuade viewers, readers or listeners about the benefits of certain products, services, a company or even ideas.
- : Short-term incentives to encourage the purchase or sale of a product or se (...) Read more? Sign up for free
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