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Your merchandising innovation will be executed by using the tactical elements of the Marketing Communications, or Promotions Mix.
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The elements of the marketing communications mix
The Marketing Communications Mix is the specific mix of advertize, personal selling, gross sales promotion, universe relations, and direct marketing a company uses to pursue its advertising and marketing objectives.
Definitions:
Advertising - Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an set sponsor.
Personal selling - Personal presentation by the loyals sales force for the purpose of making sales and building customer relationships.
Sales promotion - Short-term incentives to countenance the purchase or sale of a product or service.
Public relations - Building good relationships with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or mien off unfavorable rumors, stories, and events.
Direct marketing - Direct communications with cargonfully targeted individual consumers to obtain an immediate response and sour lasting customer relationships.
Setting the Promotion Mix
When deciding how to right utilize the marketing communications mix to meet your marketing objectives, it is important to consider the relative strengths and weaknesses of each component of the mix. Further, you must always define your total budget first (generally delimitate in the Marketing and/or Business Plan) and then finalise upon the best way to leverage the different elements of the mix to increase the return on your investment. You will balance the various move of the mix to not only create an integrated sexual climax to your marketing communications but you must also kick in enough resources for each component to be successful.
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