PROMOTIONAL MIX

Promotional Mix

Promotional Mix

Introduction

The promotional mix is designed to utilize promotion as a key component of marketing strategy. Promotion is the communication link between sellers and buyers with the intention of influencing, informing, or persuading a potential buyer's purchasing decision. A systematic study of the promotional communication process begins with an awareness of the respective needs of producers and consumers, which allows the determination of appropriate communication goals. At its most basic, the promotional communication process is the course of action a producer undertakes in an attempt to elicit a desired response from a predetermined audience.

Within the marketing task of ...