Q: "Advertising is the most 'important' element in the promotion mix." Discuss whether you agree or disagree by evaluating the other elements of the promotion mix. PART 3 DIRECT MARKETING

sales Promotion Sales advancement affects the aim of a service or produce differently to advertise. Whereas advertising is designed to create awargonness and regard the role of sales advancement is chiefly to elicit an ready purchase from the potential customer. Once again sales furtherance doesnt seem as stylish or sophisticated as mass media advertising yet it has fully grown at an yearbook rate of about 9-12 percent. In compare advertising disbursal has only grown at an annual rate of 6-8 percent. (Semenik, pg 384) Sales advance is a kind of card-house stipulation which includes sales techniques much(prenominal) as coupons, competitions, sampling and trial offers and increase berth just to name a few. These elements of sales furtherance are primarily designed to stimulate short term demand for a intersection point or service where as advertising generally cultivates long term demand. Sales promotion is also known to cause customers to switch brands becaus e of appealing discounts or rewards created through and through sales promotion. Most advertisers on the some other hand range to promote brand loyalty. Sales promotion can also become an important factor in a well-conceived IMC plan. A unreserved and intrinsically satisfying enamor of IMC is that the messages conveyed by each of the promotional tools should be harmonised so that audiences perceive a accordant image of a product or organisation.

One variant of this perspective is that the key optical triggers (design, colours, form and tag line) apply in advertising should be replicated across the range of pr omotional tools used, especially sales promo! tion. The more(prenominal) the question of a promotion can be tied straight off to the advertising campaign, the more impact these messages will generally oblige on the consumer. unless as ineffective or poor integration amidst advertising and sales promotion can have an beggarly effect on a brand. A company such as BMW which... If you want to get a full essay, tick it on our website: OrderCustomPaper.com

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