PUTTING STRATEGY INTO PROMOTION MIX DECISIONS

The promotion mix is the combination of personal selling, advertising, and sales promotion used to achieve marketing objectives. The objective-and-task method is used in practice to develop a single promotion mix plan. This is practical but has drawbacks: (1) only one promotion strategy and mix is c...

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Bibliographic Details
Published in:The Journal of consumer marketing 1985-01, Vol.2 (1), p.41-47
Main Authors: Petit, Thomas A., McEnally, Martha R.
Format: Article
Language:English
Subjects:
Advertising
Marketing
Strategic planning
Online Access:Get full text
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Summary:The promotion mix is the combination of personal selling, advertising, and sales promotion used to achieve marketing objectives. The objective-and-task method is used in practice to develop a single promotion mix plan. This is practical but has drawbacks: (1) only one promotion strategy and mix is considered, and (2) decision making is taken out of the hands of senior marketing management. This paper sets forth a decision-making process by which alternative promotion strategies and mixes are generated so that senior marketing management can choose the one that is most promising.
ISSN:0736-3761
2052-1200
DOI:10.1108/eb038819