Final answer:
The promotion element of the marketing mix concerns choosing the right communication channels for a campaign, which involves a mixture of textual and non-textual media. Effectiveness is determined by how well these modes are combined to influence consumer purchasing decisions.
Step-by-step explanation:
The promotion element of the marketing mix involves decisions about the most appropriate channels for communication to reach the target audience. When a company develops a promotional campaign, it considers what modes of communication are being used, such as social media platforms, television, radio, print media, or online streams.
Additionally, the company needs to decide whether the campaign will rely more on textual content, non-textual media like images and videos, or a combination of both to convey its message. These choices must be synergized to enhance the effectiveness of the promotional efforts. In the context of advertising footwear, a company might analyze different platforms to determine how many pages or ads can be used for a campaign and estimate the likelihood of these ads resulting in actual footwear purchases based on market demand and consumer purchasing decisions.