Question

Discuss the Factors Affecting the Choice of Promotional Mix.

Answer 1

There are various factors which affect the choice of a promotional mix. Some factors are product nature, stage of the product life cycle, characteristics of the target market, buying decision, pull or push strategy.
product characteristics itself has an impact on the professional mix. For example business product or consumer products both need different product promotional mix. If we talk about the stage in life cycle then in introduction phase the promotional mix is focused toward targeting audience to make them aware about the product and when the product reaches to growth stage then the blend of promotional mix gets changed. In the maturity stage, the competition is very heavy and different promotion mix is needed. In the decline stage, product promotion is reduced while the sales promotion of personal selling is maintained at the retail level.
Target market characteristics are also a factor to determine the promotional mix. Target customers may be informed highly informed buyers, repeat purchaser, etc the promotion mix also depends on what type of buying decision the company has. The routine decision needs a different promotion mix and the last complex decision needs a different promotional mix. Another factor is push or pulls strategy. In the push strategy, the companies have an aggressive personal selling strategy to sell the Merchandise. Whereas in pull strategy the companies get the demand to obtain product distribution. So in these scenarios, different promotion mix is needed