Promotional Decisions

Why do businesses use promotion?

• The main aim of promotion is to ensure that customers are aware of the existence and positioning of products

• Promotion is also used to persuade customers that a product is better than competing products and to remind customers about why they may want to buy

What is the promotional mix?

• The specific mix of promotional methods that a business uses to pursue its marketing objectives

• The elements of the mix need to be properly integrated to make them effective effective

  • Advertising

  • Sales promotion

  • Direct marketing

  • Personal selling

  • Public relations

  • Branding

What is the stage in the product’s life cycle?

Position in the life cycle will require different promotional methods

What is the nature of the product?

What information do customers require before they buy?

What is competition?

What are competitors doing? What promotional methods are proven to be effective in a market?

What are marketing objectives and budget?

What does promotion need to achieve? How much can the business afford?

What is a target market?

Appropriate ways to reach the target market segments