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.

Collins Dictionary of Business, 3rd ed. © 2002, 2005 C Pass, B Lowes, A Pendleton, L Chadwick, D O’Reilly and M Afferson
References in periodicals archive ?
Alnmouth& Lesbury are fourth, and have won four and lost three of their first seven games, so they will be seeking another win, to keep themselves in the promotion mix.
Third-placed Nairobi Stima remain in the promotion mix. Under interim coach Evans Mafuta, the power men have recorded two consecutive wins.
Gordonians, tipped to be in the promotion mix in the Strathmore Union's North-East Championship, entertain derby rivals Mannofield at Countesswells.
"We lacked consistency at times and that is why we aren't in the promotion mix."
TONY Pulis praised his Middlesbrough side for responding to an early setback to remain in the promotion mix with a 2-1 victory over Reading.
"We'll keep going until someone tells us it's mathematically impossible to be in the promotion mix." RESULTS West Premiership - - Clydebank 3, Renfrew 1; Glenafton 1, RobRoy 0; Hurlford 3, Pollok 0; Kilbirnie 0, Auchinleck 1; Largs 0, Beith 0; Troon 7, Cambuslang 1.
Middlesbrough have lost one in six since Mikel arrived in January and are still very much in the promotion mix.
Nostell came into the game right in the promotion mix, sitting in third place after a run of form that has seen them go eight games unbeaten.
Down hold six points after three games and they have bounced back superbly from defeat to Laois in their first game to put themselves in the promotion mix.
Dominic Smalley last week moved on loan to Evo-Stik Premier League side Hyde United for a monthand now Pritchard has followed suit in dropping down a division as Morley and Johnson look to freshen up their side to keep themselves in the promotion mix in the National League North.
To be fair to the baseball-capped one (right), Boro's confrontation away to the Owls on Friday night promises to be a lively televised affair, with both sides battling it out in the promotion mix.
They already have an uphill battle on their hands to get themselves back in the promotion mix - and Frost has called on his players to make up for lost time.

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