|Promotion is an important tool of marketing. Promotion is used to provide complete information to consumers about goods/products or services. Mostly, consumers are requested to buy goods by marking them clear about quality, service and operation method. In other word, the way or the media of presenting proposal to|
|Main Elements of Promotion Mix|
Factors Affecting Determination of Promotion Mix
1. Promotion objective
2. Promotion budget
3. Nature of market
4. Nature of product
5. Product life cycle
6. Promotion strategy
- Push strategy: The producers can push their products using their force. In this strategy, products are pushed to the final consumers through distribution channel. Personal selling and trade promotion become important.
- Pull strategy: In this strategy, the customers demand goods from retailers. Retailers demand from wholesalers and wholesalers demand from producers. For such strategy, advertisement becomes very important.
- Interpersonal strategy: Interpersonal strategy is also one of the strategies. In this strategy, personal selling becomes more important. So, this tool of promotion should be adopted.
- Mass communication strategy: If the promotion strategy is in favor of mass communication, sales promotion should be given special importance. Similarly, advertising and publicity are also equally important.
|Factors Affecting Promotion Mix Determination|