Introduction
The concept of the promotion pleat is defined by Arens as a blend of communications tools used by a firm to carry out the promotional process to make it directly with tar doctor markets. (Arens, pg. 8) In a sense the promotional mix represents the tools and activities of promotion. These processes and activities are then coordinated through incorporate marketing communications (IMC) in order to attempt to pee-pee a synergistic effect to a campaign. The ingredients involved in IMC are many and numerous. Depending upon the perspective an individual might adopt, those elements endure range from a simple configuration of the promotional mix through to a fully integrated and culturally compulsive mission and corporate strategy.
In this essay I pass on be arguing that announce is not the most important element in the promotional mix, rather that the tools of promotion all bestow an equally important role in an IMC campaign. I will show this by examining the various elements of the promotional mix and value the advantages they posses both individually and when integrated.
Advertising
Advertising is usually the first element that comes to mental capacity when considering the promotional mix. It also tends to be the most glamorous and flesh out tool.
This is primarily because of the huge money that is poured into advertising around the earth annually (500 billion on media space alone!). In addition to this advertising is the physical product which we as audiences calculate as part of a companys campaign (TV, print etc) reservation it the first one that we usually recall. I think that advertising means different things to different people. On a large scale it can be used to create shuffling awareness or loyalty by a international company. On the lesser scale it can increase the nub of bums on seats for a restaurant owner.
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