The Promotional Mix The Tools for IMC p

Last Updated on Thu, 04 Jan 2024 | Marketing Communications

the coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea.25 While implicit communication occurs through the various elements of the marketing mix, most of an organization's communications with the marketplace take place as part of a carefully planned and controlled promotional program. The basic tools used to accomplish an organization's communication objectives are often referred to as the promotional mix (Figure 1-1).

Traditionally the promotional mix has included four elements: advertising, sales promotion, publicity/public relations, and personal selling. However, in this text we view direct marketing as well as interactive media as major promotional-mix elements that modern-day marketers use to communicate with their target markets. Each element of the promotional mix is viewed as an integrated marketing communications tool that plays a distinctive role in an IMC program. Each may take on a variety of forms. And each has certain advantages.

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Readers' Questions

  • miranda
    Which promotional tool is used in the advertising element of the promotion mix?
    4 months ago
    • There are several promotional tools that can be used in the advertising element of the promotion mix. Some of the commonly used promotional tools in advertising include:
    1. Television advertising: Commercials aired on television to promote a product or service.
    2. Radio advertising: Advertisements broadcasted on radio stations to reach a wide audience.
    3. Print advertising: Advertisements placed in newspapers, magazines, brochures, or other printed materials.
    4. Outdoor advertising: Displaying advertisements on billboards, buses, bus shelters, or other outdoor spaces.
    5. Online advertising: Promoting products or services through online platforms such as websites, social media, search engines, or display ads.
    6. Direct mail: Sending promotional materials such as brochures, catalogs, or postcards directly to targeted customers' mailboxes.
    7. Email marketing: Sending promotional emails to a targeted audience to promote products or services.
    8. Social media advertising: Promoting products or services through targeted ads on social media platforms like Facebook, Instagram, Twitter, LinkedIn, etc.
    9. Influencer marketing: Collaborating with influencers or popular individuals in a particular niche to promote products or services.
    10. Content marketing: Creating valuable and relevant content such as articles, blogs, videos, or infographics to attract and engage customers.
      11. The selection of the promotional tools depends on factors such as the target audience, budget, product/service characteristics, campaign objectives, and market research findings. It is important to choose the most suitable promotional tools to effectively reach and engage the target audience.