Advertising in A Promotional Mix
The promotional mix is the blend of methods used by a company to deliver company, brand and product messages to target customers. Advertising, public relations, direct marketing and selling are common components of a complete promotional mix. Advertising is generally one of the most important promotion methods and the one with the largest budget.One of the strongest distinctions between advertising and other forms of promotion is that you pay for ad messages, buying time or space on a particular medium. Paying for placement gives you greater control over the design, timing and location of your message. In public relations, you can have some influence, but media reporters can write negative stories just as easily as they can positive ones.Much of advertising centers on the development and maintenance of a brand image. Building a brand image is an important first step for a successful business. Your messages convey what makes your company, products or service distinct from competitors. However, some brand messages are more intangible, emphasizing qualities such as luxury, sophistication, class, social belonging, relaxation and fun.Your value proposition is the mix of product or service benefits and price that you offer a particular target customer group. You can base your value on top quality, elite service, organic materials or ingredients, environmentally-responsible behavior, low price or unique designs. Since you control ad messages, you have a greater ability to set out for customers why your brand has superior value. PR includes dealing with negative issues and sales doesn’t allow for preplanned message strategies and development.Unlike direct marketing and selling, advertising is a one-way, passive form of promotion. You deliver a commercial or print ad and must research or watch business results to find out whether the message affected customers. For this reason, much of advertising is intended to promote brand recall or to persuade customers to buy. If your business sells complex or expensive goods, you often need sales staff at the point-of-sale to interact with customers and overcome their concerns or objections.