Question

Identify one of the promotional mix elements, define it, and provide an example of it.

(Note that there are three directions in this submission; identify, define, and provide an example of one of the promotional mix elements.)

Answer 1

Answer-

Although promotional mix elements is a topic of Marketing subject, we can understand it by following definition:

Promotional mix can be defined as all forms of communication that an organization uses to create, maintain and increase the demand for goods and services, as well as a way to influence the buying behavior of targeted customers. Promotional mix is one of 4P's of marketing which product,price,place and promotion.

Promotional mix elements consists four elements Public Relation, Advertising,sales promotion and personal selling.

To identify a promotional mix, it is important to consider the target customers, the market in which you are going to sell your product, your marketing goals, and allocated budget. For example, if you want to sell your own branded soap then Advertising will be the best element of promotional mix to to reach to your target customer because mass will be your target and personal selling will not be a suitable element to opt.

Out of the four elements of promotional mix we are hereby going to highlight Advertising. As Advertising is consider to be the most effective elements to establish or create brand value in the targeted market.

Advertising can be defined as paid promotion and presentation of ideas, servies and goods by a specific sponsor to a mass medium.

Advertising can be the best element to meet the following objective:

1-Creating and maintaining a brand identity or brand image

2-Communicating a change in the existing product line

3-Introduction of a new product or service

4-Increasing the sales of the product/service

5-Increasing the buzz-value of the brand or the company

Many companies advertise through different media like classified or display ads in newspapers and magazines which are considered print media sources. Radio and television are two other advertising media considered as electronic media. Other types of advertising includes social media, internet search engine placement, digital advertising.

For Example:

We can take the example of Augean PLC,UK’s leading waste management company.As they are unique in their approach to the disposal of specialist waste and have developed innovative processes and solutions to lead the modernization of the UK waste industry.

They used social media marketing and email marketing to gather market research data and promote specific products and services more effectively than just text posts. They have a goal of creating an exclusive online community through which they could encourage brand loyalty and return customers. they seach how to leverage social media marketing to boost customer engagement, brand loyalty, and increase return customers. They put a content plan in place, allowed for content to be updated regularly, and encouraged engagement from current followers and potential new fans.

Augean PLC’s website now gets 10% more visitors year over year as a result of their improved social media and email marketing efforts.