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The promotional mix consists of a blend of personal selling, sales promotion and advertising, public relation tools.
Promotion Element Advantages Disadvantages
Sales Promotion -good for building awareness with the consumer
-effective at reaching a wide audience market
-repetition of main brand and product positioning helps build consumer trust and loyalty - impersonal ? as the business cannot answer all customer queries
- hard to get the customer to make up their mind on making a final buy
Personal Selling - lots of communication between the buyer and the seller
- easier to communicate all pros and cons with consumers giving detailed features and product information
- when closing the sale, the seller can develop a long time relationship with the consumer - as it involves a member of staff, it can be costly to run a sales team
- if there are many buyers involved, it might not be a viable option
Sales Promotion - good as a short - term method of communication
- if targeting the right promotional incentives on certain products, sales promotion can quickly increase sales - customers may get used to the effect of the incentives if used in the long term
- the brand image might be damaged to due too much promotion as it gets too repetitive
Public Relations - the company's image might seem more credible as it is seen through a third party such as the tv, magazines, internet etc...
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