Promotion: The Promotional Mix (AQA GCSE Business)
Revision Note
Factors Affecting the Promotional Mix
The promotional mix is the combination of promotional activities selected by a business to inform, persuade and remind customers of its products or brand
A range of factors affect which promotional activities are chosen and combined
Diagram: factors affecting the promotional mix
The promotional mix is influenced by the finance available, the nature of the product and market, competitor actions and the target market
Available finance
The amount of finance available determines the methods and scale of promotional campaigns
Advertising can be very expensive, particularly in the mass media such as TV and newspapers
On average, a 30-second daytime TV advert on a popular channel costs between £1,000 and £2,000 but these prices can skyrocket during peak times
E.g. High numbers of Super Bowl viewers means that 30-second tv adverts on US TV networks have been bought for as much as $6.5 million
Using social media channels to promote products can be very cost-effective, especially for small businesses
The average cost per click (CPC) on Facebook adverts is £0.78, though small businesses can host free pages on the social media platform
Competitors actions
The actions of competitors can put pressure on a business to amend or increase its promotional activity
When close rivals increase their spending on promotion, a business may need to respond with its own promotional activity to avoid losing market share
E.g. Companies such as EE and Vodafone often use the same national newspapers to promote special offers, with their adverts often appearing on the same page spread
Nature of the product
The nature of the product, including its brand image, makes some promotional methods more suitable than others
Businesses selling luxury or premium products often place advertisements in more exclusive publications
E.g. Brands such as Louis Vuitton, Burberry and Chloe place regular, glossy advertisements in fashion magazines such as Vogue and Tatler
Hi-tech products may be advertised in specialist magazines such as What HiFi? or Practical Photographer or promoted at specialist events such as trade fairs
Nature of the market
The nature of the market, including its size and geography, determines the most suitable promotional methods
Businesses often use the mass media, such as TV, radio or national newspapers, to promote products that appeal to a wide audience
E.g. Grocery delivery company Ocado advertises its services on major UK radio stations such as LBC
Businesses that sell products in a niche market are likely to use promotional methods that can be highly targeted
E.g. Local outdoor advertising methods, such as billboards and public transport posters, can be used to promote products aimed at customers in a particular geographical area
Characteristics of the target market
The characteristics and interests of the intended target market make some methods of promotion more effective than others
The media with which customers interact is an important consideration
Businesses whose target markets are keen users of social media, such as young people, may choose this method over advertising in newspapers, which are read less and less by younger generations
The places frequented by the target market can also determine the method chosen
E.g. Products such as confectionery and toys, aimed at children, are often advertised in cinemas, shown before U and PG-rated films
Successful Promotional Mixes
A successful promotional mix is one that meets the marketing objectives and specific criteria set by managers
In general, successful promotional mixes:
Are cost-effective
Provide good coverage of the target market
Balance the rest of the marketing mix
Are high quality, reflecting the values of the brand
Make use of a variety of advertising and below the line methods
Examples of Successful Promotional Mixes
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Sephora |
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McDonalds |
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Red Bull |
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Examiner Tip
You must ensure that the promotional recommendations you make are suitable for the business or brand in the case study. Can the business afford your suggestions? Will they impress the target market? Do they compliment the rest of the businesses marketing mix?
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