Two product considerations that can affect the choice of a promotional mix are the product's price and its target market.
1. Price: The price of a product can affect the choice of a promotional mix because it can determine the budget available for advertising and promotion. If a product is high-priced, the company may have more resources available to invest in advertising and promotion. On the other hand, if a product is low-priced, the company may have to rely on more cost-effective promotional methods, such as social media marketing or word-of-mouth advertising.
2. Target market: The target market for a product can also affect the choice of a promotional mix. If a product is aimed at a younger demographic, for example, the company may want to use social media platforms to reach this audience. Alternatively, if a product is aimed at an older demographic, the company may choose to use more traditional forms of advertising, such as print or television ads, to reach this audience. Understanding the target market is key to selecting the most effective promotional mix for a product.