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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.
It’s 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:
- ADVERTISING: Any paid form of (non-personal) communication and marketing used to convince ...
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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...
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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...
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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...
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Understand the Profile of the Customers First
jorge anibal hoyos hoyos, Manager, Colombia, Member Not only the customers’ needs but their entire profiles, that is their finance situation, organization, positioning, reputation, etc. is important to ...
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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...
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