E-Marketing Professionals

5. CHOOSING THE PROMOTION MIX Designing the promotional mix is complex because components interact; for example, a consumer sales promotion (a sweep¬stake) often requires advertising to inform the public about the promotion. The following factors largely determine the effectiveness of the mix components: (a) the objectives and resources of the firm, (b) the type of product involved, (c) the stage of the product life cycle, (d) market characteristics, and (e) other elements in the marketing mix

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