promotional budget is extremely limited the firm is likely to rely on personal

Promotional budget is extremely limited the firm is

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promotional budget is extremely limited, the firm is likely to rely on personal selling because it is easier to measure a salesperson’s contribution to sales than to measure the sales effectiveness of advertising. Size, geographic distribution, and demographic characteristics of an organization’s target market help dictate the methods to include in a product’s promotion mix.To some degree, market size and diversity determine composition of the mix. Promotion mixes for business products concentrate on
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personal selling, whereas advertising plays a major role in promoting consumer goods. Marketers of highly seasonal products often emphasize advertising and sometimes sales promotion as wellbecause off-season sales generally will not support an extensive year-round sales force. Costs of promotional methods are major factors to analyze when developing a promotion mix. However, if these efforts succeed in reaching extremely large audiences, the cost per individual reached may be quite small, possibly a few pennies. With a push policy, the producer promotes the product only to the next institution down the marketing channel. Using the pull policy promotes directly to consumers to develop strong consumer demand for its products.
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