Media Influence in Promotion Mix

Abstract

This papers aims to analyse what is the influence of media in mix promotion. In today global economy having a clear vision of marketing strategy is fundamental for the companies to succeed and have competitive advantages in the market. The promotion mix of an existing or new product requires a wider treatment of its advertisement in front of the consumers. Not always the concept of a promotional spot or of an interesting and attractive promotional idea is considered a solution to advance the product in promotional aspects. To determine a promotional campaign and a concrete idea of what, how, when and where we want to promote our product is considered to be a precondition to continue with next steps of product promotion or advertisement. After accomplishing the above mentioned preconditions in this case we have design the complete idea to promote the product. The next stage, that is considered not less important, is the communication channels selection that means selection of ways that we desire to communicate with our existing and potential consumers. The next stage of a promoting campaign is testing, measuring the public, viewership and the audience in which is transmitted the promoting message. In this case the rating is an very delicate issue, requires a special treatment because through this element we can measure the public respectively viewership based in households percentage. The effectiveness of a promotion campaign, the evaluation that the companies made during the product promotion or after the promotion campaign, is determinant if the campaign had successful results. The above mentioned issues are some of the elements analyzed in this research. In the end are illustrated by case studies and conclusions.

DOI: 10.5901/ajis.2015.v4n2s1p176