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Factors Affecting The Promotion Mix

Factors Affecting The Promotion Mix


1) Nature of Product
a) Consumer Goods - Advertising
b) Industrial Goods - Personal selling
2)Stages of Product life cycle.
a) Introduction stage - Advertising for consumers Personal selling for middlemen.
b) Growth Stage - Advertising for consumers Personal selling for middlemen.
c) Maturity Stage - Advertising sales promotion.
d) Decline Stage - Cut in promotion expenses Personal contact with a few customers.
e) Obsolescence - No Communication.
3) Nature of Target Market.
a) Size of market
Small- Personal Selling
Large- Advertising
b) Location and Concentration of Customer.
Concentration of the Customer Personal Selling.
Scattered Customer - Advertising
c) Socio- economic Characteristics of Customers.
4)The size of pro motional budget.
5) Push and pull Strategy.
6) Promotional Strategy.
7) Price policy.
8)Distribution policy
9)Intensity of market coverage.
10) Availability of promotional methods.
11) Level of compition.
12) Degree of Brand Familiarity.
13) Branded Unbranded Products.
14) Seasonal Products.

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