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Jaap de Jonge Editor, Netherlands
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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 or persuade viewers, readers or listeners about the benefits of certain products, services, a company or even ideas.
SALES PROMOTION: Short-term incentives to encourage (...) Read more? Sign up for free
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zacharia mwendwa Student (Other)
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Promotional Mix Includes PR
I like the way Jonge brought PR into the promotion (...)
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Gandhi Heryanto Management Consultant, Indonesia
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Another Perspective on Integrated Marketing Communication
The Journal of Integrated Marketing Communication (...)
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Andrew Blaine Business Consultant, South Africa
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Measuring the Promotion Efforts
To be successful, any marketing/promotional initia (...)
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Jaap de Jonge Editor, Netherlands
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The Essence of Integrated Marketing Communication
@Gandhi Heryanto: Thanks for sharing this perspect (...)
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Fidorra Manager, Germany
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Powerful Customer Interaction at the basis of the Promotion Mix
From my experience, one of the most powerful custo (...)
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Helen Strong Business Consultant, South Africa
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Engagement Gearing
There is absolutely no doubt that different types (...)
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jorge anibal hoyos hoyos Manager, Colombia
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Understand the Profile of the Customers First
Not only the customers’ needs but their entire pro (...)
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Jafeth Quintanilla Teacher, Peru
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Tools in the Promotion Mix can be Treated Separately too
I believe that the five tools of the promotion mix (...)
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vijay Manager, India
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Sales Promotion Through Exhibitions
Historically, exhibitions have been one of the maj (...)
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Sarah Daghman Lecturer, Russian Federation
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Integrated Marketing Communications
WHAT IS INTEGRATED MARKETING COMMUNICATIONS? DEFIN (...)
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A Kahnesky Analyst, Denmark
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Another Summary of the Promotion Mix
Here's another very similar summary of the marketi (...)
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