Advantages and disadvantages of promotion mix

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1. Distinguish between promotion and the promotional mix.Promotion, therefore, consists of communication activities that inform potential customers about goods, services, images, or ideas to achieve a desired outcome.The specific combination, or blend, of marketing communication channels that a business uses to send its messages to customers is known as the promotional mix2. Explain the four elements of the promotional mix.Advertising. The most visible element of the promotional mix is advertising—any paid form of nonpersonal presentation of ideas, images, goods, or services.Personal selling. Personal selling is the form of promotion that determines client needs and wants and responds through planned, personalized communication that influences purchasedecisions and enhances future business opportunities.Publicity. Publicity is an identity-building tactic defined as any no personal presentation of ideas, goods, or services that is not paid for by the company or individual that benefits from or is harmed by it. Like advertising, publicity is nonpersonal.oSales promotion. Have you ever:oSeen a window display?oUsed a coupon at a grocery store?oWatched a product demonstration?oReceived an instant rebate?oSampled food products at a grocery store?If so, you are familiar with sales promotion: promotional activities other than advertising, personal selling, and publicity that stimulate customer purchases.3. What are the advantages and disadvantages of advertising?AdvantagesCan reach a large audience in a broad geographic areaPer contact cost is low.DisadvantagesOften tuned outMust be seen multiple times to mean anythingNot good for complicated messages 4. In what situations does advertising typically work best?TV and radio commercialsPrint adsOut-of-home advertisements
CatalogsDirect mailProduct placementOnline ads 5. What are the advantages and disadvantages of personal selling?Advantages Immediate feedback and flexibilityViewed as more credibleIdeal for complicated messages and highly specialized, technical productsMost effective form of promotionDisadvantagesMost expensive form of promotion 6. What are the advantages and disadvantages of publicity?Advantages•Viewed as more credible•Seen as news•Builds goodwill and a positive image for a business Disadvantages•Non personal with little or no direct interaction•Businesses have little control over publicity. 7. What are the advantages and disadvantages of sales promotion?Advantages•Are measurable•Have a low cost per exposure •Attract new customers•Generate excitement•Encourage quick responses•Provide added value•Boost repeat purchases•Help to sell old stock•May help to extend declining product’s life cycleDisadvantages