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What is the most important factor to consider when developing the promotional mix for a product?...

What is the most important factor to consider when developing the promotional mix for a product?

Position
Communication mix
Delivery method
Price
Target audience
Business   Operations-Management   
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Answer #1

Option a

Promotional mix consists of many factors related to product which includes

Advertising - in store or personal selling

Sales promotion

Target markets

Budget

Resources availability

Out of all these most important is positioning. It is also known as product differentiation. It means deciding on the attributes like price, usage , quality of product as compared to the competition in market. The company after deciding all the attributes decides whether to opt for below-the-line promotional mix which includes direct marketing or above-the-line promotional mix which includes advertising through tv , radio etc

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