Ruch Prawniczy, Ekonomiczny i Socjologiczny, 1994, nr 2

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Promocja a marketing-mix
(Wydział Prawa i Administracji UAM, 1994) Cyrson, Edward F.
Many companies have often forgotten that promotion is an element of marketing-mix. Therelore their promotional campain has not always been as effective as it could be. In designing and developing marketing communication one should consider all elements of marketing-mix as well as all promotional tools. They together create a promotional system in which all the elements are Mutually reinforcing and give the system the most efficient and effective power. The major thrust of promotional strategy is generally thought of in terms of four explicit promotional elements, i.e., advertising, personal selling, sales promotion and public relations. However, it is necessary to emphasize at the ouset that these four explicit elements work in conjunction with other components of the marketing-mix. The other elements in the mix — product, price and place — not only inlluence the manner in which one can handle the explicit promotional tools, but can also convay a type of communication impact of their own. This type marketing communication is called implicit promotion. Product can convey marketing communication to target audience through its functional features and surrogate cues, price and distribution channels through their informational dimensions.