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What are the factors influencing the choice of product promotion methods?

List the factors that influence the choice of product promotion methods.

Answers

Maurice
(i) Geographical coverage of method.
A firm should choose promotion method that is most accessible to its customers.

(ii) Target market.
A firm should choose a promotion method that addresses specific age or gender.

(iii) Cost of advertising.
The promoter should consider if the chosen method of promotion is within his/ her financial ability.

(iv) Nature of product.
For products that require demonstration of how they have used choice of appropriate promotion method is necessary.

(v) Urgency of the promotional message.
The promotional method adopted has to deliver message to the audience at proper good time depending on urgency of the information.

(vi) Government policy/ law.
A firm should use only those methods that are allowed by the law of the land.

(vii) Competitors methods.
A firm should sue a promotion method that will make it compete favourably with other competing firms.

(viii) Objectives of the promoting firm.
Firms will choose the promotion activities that will achieve its set goals for example, to correct firm's dented image of a product it can use public relations method.
maurice.mutuku answered the question on August 15, 2017 at 13:03

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