The term 'promotional mix' is used to refer to the combination of different kinds of promotional tools used by a firm to advertise and sell its products. The main promotional tools or activities which make up promotion mix are personal selling, advertising, publicity and sales promotion. These are also known as elements of promotion mix. Philip Kotler opines, "A company's [...]
The selection of a media is very important. It will influence the impact and cost of advertising. The target audience should also be identified. An advertising campaign cannot contribute to success unless the target audience is exposed to it.The purpose of media selection is to transmit the message of advertising to the target audience effectively and economically. The selection of [...]
Everything you need to know about the product life cycle marketing strategies. A marketing manager has to use different strategies at different stages of the PLC to promote the product and achieve the set objectives. The product strategies are designed and implemented on the basis of product categories, the external marketing environment and market share of the product. The product [...]