This article throws light upon the top four factors influencing promotional mix. The factors are: 1. Product Related Factors 2. Consumer Related Factors 3. Firm Related Factors 4. Situation Related Factors. Factor # 1. Product Related Factors: Three product related factors affect the promotion mix as: (a) Amount and complexity of product information (b) Product's stage in the life cycle [...]
This article throws light upon the six main steps of integrated marketing communication planning process. The steps are: 1. Review of Marketing Plan 2. Promotional Programme Situational Analysis 3. Analysis of Communication Process 4. Budget Determination 5. Developing the Integrated Marketing Communication Programme 6. Mentoring, Evaluation and Control. Step # 1. Review of Marketing Plan: Before developing a promotional programme, [...]
After reading this article you will learn about:- 1. Introduction to Promotion of a Product 2. Promotion as Communication 3. Growth of Promotion and Advertising. Introduction to Promotion of a Product: When a company develops a new product, changes an old one or simply wants to increase sales of an existing product or service, it must transmit its selling messages [...]