promotional mix

Essay text:

The promotional mix consists of a blend of personal selling, sales promotion and advertising, public relation tools. Promotion Element Advantages Disadvantages Sales Promotion -good for building awareness with the consumer -effective at reaching a wide audience market -repetition of main brand and product positioning helps build consumer trust and loyalty - impersonal ? as the business cannot answer all customer queries - hard to get the customer to make up their mind on making a final buy Personal Selling - lots of communication between the buyer and the seller - easier to communicate all pros and cons with consumers giving detailed features and product information - when closing the sale, the seller can develop a long time relationship with the consumer - as it involves a member of staff, it can be costly to run a sales team - if there are many buyers involved, it might not be a viable option Sales Promotion - good as a short - term method of communication - if targeting the right promotional incentives on certain products, sales promotion can quickly increase sales - customers may get used to the effect of the incentives if used in the long term - the brand image might be damaged to due too much promotion as it gets too repetitive Public Relations - the company's image might seem more credible as it is seen through a third party such as the tv, magazines, internet etc...