In this tutorial, we continue our coverage of promotion decisions with an overview of the different types of promotional methods (called promotion mix) that are available to marketers. Our main objective in this tutorial is to lay the groundwork for more in-depth discussion of each of the promotional methods that are examined in other tutorials.
We lay this groundwork by first focusing on the underlying characteristics of each type of promotion. We will see this by isolating eight key characteristics. Next, we introduce the promotion mix and show how each method of promotion is impacted by the eight characteristics. Finally, we look at other factors affecting promotional choice including those related to corporate strategy and objectives, and those related to marketing strategy and objectives.
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