Promotion is also used to increase the sales of products that are in the declining stage of their life cycle. Developing the Promotion Mix. Once the role of promotion is established, the various promotion methods may be combined in a promotional campaign. As in many other areas of business, promotion planning begins with a set of specific objectives. The promotion mix is then designed to accomplish these objectives.
Marketers often use several promotion mixes simultaneously if a firm sells multiple products.
The amount of promotional resources available in an organization influences the number and intensity of promotion methods that marketers can use. A firm with a limited budget for promotion will probably rely on personal selling, because the effectiveness of personal selling can be measured more easily than that of advertising. An organization's objectives also have an effect on its promotional activities. The size, geographic distribution, and socioeconomic characteristics of the target market play a part in the composition of a product's promotion mix.