Premium Essay

Promotional Mix

In: Business and Management

Submitted By deshen
Words 1577
Pages 7
Executive Summary
The aim of this report is to investigate the view that promotion is all about television advertising, advertising agencies and big bills. This report will analyse where the promotional mix lies in the marketing mix, what the promotional mix is, the four key elements it comprises of and whether TV advertising really is the most important. Research was conducted by drawing on marketing text books, industry magazines and phone/email questionnaires with marketing professionals. The results of the research indicate that the promotional mix is imperative to a marketing campaign and is tailored to suit the marketing message. The report concludes that the promotional mix should definitely be a part of any marketing campaign.

Introduction
There are many ways businesses choose to promote themselves or their next product or service and the consensus seems to be promotion is all about television advertising, advertising agencies and big bills. But what is promotion? Promotion forms a vital part of the marketing mix. The marketing mix has four to seven elements that form part of its structure – product, price, promotion, place, people, processes and physical evidence; and can be defined as a framework describing the different elements that marketers need to consider (Elliot, Rundle-Thiele & Waller, 2010, pp18). This report will analyse where the promotional mix lies in the marketing mix, what the promotional mix is, the four key elements it comprises of and whether TV advertising really is the most important.

Promotion is a vital part of the marketing mix as it allows people to be informed of products and services a company provides. Promotion often sends messages about other parts of the marketing mix – the product, pricing and distribution (Elliot et al, 2010, pp326). The marketing definition for promotion is the marketing activities that make

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