promotional mix

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promotional mix

the means which a firm can use to inform prospective customers of the nature and attributes of its products and to persuade them to buy and repeat-purchase those products. The promotional mix is made up of ADVERTISING, SALES PROMOTION, PERSONAL SELLING, DIRECT MARKETING and INTERNET MARKETING, PUBLIC RELATIONS.

Advertising involves the placement of ADVERTISEMENTS in the MEDIA (commercial television, newspapers, websites etc); sales promotion embraces such things as money-off-packs and free trial samples; personal selling involves visits by a firm's SALES REPRESENTATIVES to prospective customers; direct marketing involves the acquisition and retention of customers without the use of an intermediary; internet marketing refers to the use of the INTERNET to gain and keep customers; public relations is aimed at promoting the COMPANY'S IMAGE in general to establish a favourable public attitude towards the firm and its products.

In practice, most firms will use a combination of these methods to sell their products, varying the mix according to the product and buyer characteristics of a particular MARKET or MARKET SEGMENT. For example, low-price, frequently-bought consumer goods like tea are mostly promoted by mass media advertising and sales promotions, while high-price industrial or consumer goods such as cars are promoted largely by personal selling. See FOUR P'S OF MARKETING.

References in periodicals archive ?
It is a case of keeping the heads up and, if we don't get ourselves into the promotion mix at the end of the season, it would be a disappointment at this stage after all the good work we have put in.
Yet he is still able to get Championship sides in the promotion mix.
GLYNN STEPHENS is urging his side to put their FA Vase defeat behind them, insisting that if Horley Town can go on a run there's no reason why they can't still be in the promotion mix come the end of the season.
On what you've seen so far, will Sheff Utd stick around in the promotion mix all season?
The league table is still very tight and a good run of results can lift any of the teams right into the promotion mix.
Featherstone secured a second successive top-four finish in 2017 and Ridyard is confident the club will be in the promotion mix again next season.
But with a quarter the season gone Wolves are in the promotion mix and Jota has seen nothing to fear.
Park today face another side looking to be in the promotion mix when Harrogate visit the Upper Park, 3pm kick-off.
The Heed hope to be in the promotion mix when they enter the final month where they will face three long trips to Dover, Sutton and Boreham Wood.
They host Aberdare Town tomorrow and a repeat of their 7-2 drubbing of the same opponents in the cup a month ago will keep Barry on course to be in the promotion mix.
Another team keeping a close eye on the Burnopfield result is Whiteleas who are aiming to get back in the promotion mix themselves following victory last week.
The fact that they remain in the promotion mix is an achievement and a favourable run-in - five of their remaining games are against bottom-nine teams - gives them every chance of defending their position in the top six.

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