List and describe components of the promotional mix. Give example for each.
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The promotional mix is part of 4Ps’ marketing mix, and it can be divided into personal and non-personal communication with the customer (Kurtz and Boone 445). In this case, personal selling implies having direct contact with the consumer, and it is often used by real-estate agents and insurance providers (Kurtz and Boone 445). As for non-personal communication, it includes sales promotion, advertising, and PR (Kurtz and Boone 445). Advertising is utilized by well-known brands, and one of the examples is the advertising of shampoo on TV. In turn, sales promotion is often used by restaurants and retailers, and it implies ‘buy one get one free.’ Lastly, PR is presented by the company’s press releases about particular situations and recognition in social media.
What factors affect the choice of promotion mix elements?
A variety of factors tends to affect the promotion mix’s elements, including the available budget, organizational policies, type of the product and target market, and the actions of the competitors (Pride and Ferrell 375; Foxall 30). Some of the companies have a tendency to use all the promotional tools at the same time, but sometimes the factors mentioned above tend to limit their actions and choices. Firstly, the budget defines the available resources for the promotion activity, as different advertising instruments have various costs of the application. Furthermore, all other aspects mentioned above determine the company’s competitiveness and success by reviewing the strategies of the competitors and evaluating the main features of the target market.
Cite some advertising appeals that promoters consider. What must marketers consider when choosing these?
Advertising appeals are critical for the attraction of the customers to the brand, and, in this case, “humorous advertising appeals” change the reaction and encourage liking of the product (Schiffman, Hansen and Kanuk 304). In turn, other aspects include emotionality related to “sympathy, esteem, or recognition,” eco-friendliness and rationality associated with “safety, health, performance, earnings, and savings” (Plessis 135). These matters are the most common appeals, which are utilized among the promoters as the adverting instruments.
Nonetheless, the primary aspect that the promoters have to consider while using these appeals is to find the balance between emotionality and rationality. The matters mentioned above are tricky and require sufficient investigation before the application. Otherwise, despite the effectiveness of these tools, their usage might create misconceptions about the brand and offend the feelings of the consumers. Consequently, it can be viewed as a reason for the generation of negative perceptions about the company and its products.
What is the difference between a push and a pull strategy? Give example for each.
The push and pull strategies are important aspects of the market penetration. Push strategy implies forcing the product into the market by using retailers and changing the consumers’ preferences with the assistance of discounts (Doole and Lowe 318). For example, different restaurants use coupons and ‘two items for the price of one product/service’ to attract the customers to purchase their products. A similar approach is used by the producers of different items with the assistance of retailers. As for the pull strategy, it implies focusing on direct communication with the final consumer by evaluating his/her needs and introducing the product with the assistance of mass advertising (Doole and Lowe 318). As for the examples of the pull strategies, children watch the advertisements on the television and spot a delicious dessert. In this case, they ask their parents to purchase it, and this matter generates the demands in the stores.
Doole, Isobel, and Robin Lowe. International Marketing Strategy: Analysis Development and Implementation, London: South-Western Cengage Learning, 2008. Print.
Foxall, Gordon. The Routledge Companion to Consumer Behavior Analysis, London: Routledge, 2015. Print.
Kurtz, David, and Louis Boone. Contemporary Business, London: South-Western Cengage Learning, 2009. Print.
Plessis, Danie. Introduction to Public Relations and Advertising, Lansdowne: JUTA Education Ltd, 2000. Print.
Pride, William and Oliver Ferrell. Marketing Express, Boston: Houghton Mifflin Company, 2009. Print.
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Schiffman, Leon, Harvard Hansen and Leslie Kanuk. Consumer Behavior: A European Outlook, Harlow: The Prentice Hall, 2008. Print.