Identify two factors a business will consider before deciding on the promotional mix for its product or service.
How to approach this question
This question asks you to "identify" two factors. This means you just need to state two relevant points. Think about the decisions a marketing manager has to make. What would influence their choice between using TV ads, social media, or sales promotions? Consider things like money, customers, and the product itself.
Full Answer
The promotional mix is the combination of promotional tools a business uses to communicate with customers. When deciding on this mix, a business must consider several factors. The **target audience** is crucial; the promotion must be seen by the right people in the right place. The **promotional budget** is a major constraint, as some methods (like TV advertising) are very expensive. The **nature of the product** also matters; a complex industrial product might require personal selling, while a consumer good might use mass advertising. Finally, what **competitors** are doing can influence a firm's promotional strategy.
Common mistakes
✗ Giving examples of promotion (e.g., "TV ads") instead of factors that influence the choice (e.g., "the budget").
✗ Not being specific enough, e.g., just writing "money". It should be "the budget available".
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