Better Business, 5/e

Chapter 14 Summary

1. 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.

1. 14-2 Describe the different categories of advertising and ...