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Promotional Mix: DIR EC T M AR KE TIN G

The promotional mix document discusses the role of marketing communications and promotional strategies across different phases of a product's life cycle. It outlines the pre-natal, introductory, growth, consolidation-competitive, and declining-revitalization phases. The promotional mix involves a combination of advertising, public relations, sales promotions, interactive marketing, and direct marketing to support brand positioning at each stage.

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Community Institute of Management Studies
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© Attribution Non-Commercial (BY-NC)
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37 views3 pages

Promotional Mix: DIR EC T M AR KE TIN G

The promotional mix document discusses the role of marketing communications and promotional strategies across different phases of a product's life cycle. It outlines the pre-natal, introductory, growth, consolidation-competitive, and declining-revitalization phases. The promotional mix involves a combination of advertising, public relations, sales promotions, interactive marketing, and direct marketing to support brand positioning at each stage.

Uploaded by

Community Institute of Management Studies
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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PU

SE BL
PE LLIN PU ICIT
RE BLI Y
LA
RS
ON G
T IO C
N
AL

MIX

SALES
PROMOTION
ADVERTISING

THE PROMOTION
PROMOTIONAL MIX

INT
E RA MA
R
INT CTIVE DI KET
MAR ERNET L RE IN
KET CT G
ING
ROLE OF MARKETING
COMMUNICATION
PRE-NATAL PHASE

INTRODUCTORY PHASE

GROWTH PHASE

CONSOLLDATION-COMPETETIVE
PHASE

DECLINING-REVITALIZATION PHASE
N SITUATION SETT
A L U ATIO OBJE ING
EV B ACK CTIVE
FE E D S
M EN BR
PLE ON A ND
IM ATI NA
T ME
R M ET
ON A
FO UDG
TI UL
B

PA
KAC
G IN
PROMOTION

G
POP

ING
I ON
POSIT
LE S
S CE
S
R
FO
A

GE IC
SA EG
S
PU

ES T
BL

M RA
IC

ST
I TY
E DI A IE
M G
SPON A TE
SORS
HIP PUBLIC STR S
RELATIONS

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