January 2017
Intermediate to advanced
500 pages
33h 23m
English
14-1 Describe the elements in a promotional mix, and explain the function a promotional mix serves in a promotional campaign.
A promotional mix is the strategic combination of promotional tools used to reach customers to achieve a product’s marketing objectives. Included in the mix are advertising, public relations, personal selling, and sales promotions.
Implementing the promotional mix is part of an effective promotional campaign. Promotional campaigns involve six steps:
Identify the target market.
Determine a product’s marketing objectives.
Design the message.
Determine the budget.
Implement the promotional mix.
Evaluate and adjust the mix as needed.
14-2 Describe the different categories of advertising and ...