The choice of a promotional mix for a product can be influenced by a number of factors, including the product itself. Here are two product considerations that can affect the choice of a promotional mix:
Product complexity: The complexity of a product can impact the choice of a promotional mix. For example, if a product is highly technical and requires a lot of explanation to understand, it may be more effective to use personal selling or direct marketing to communicate its benefits to potential customers. On the other hand, if a product is simple and easy to understand, it may be more appropriate to use mass media advertising to reach a wide audience.
Product life cycle: The stage of a product's life cycle can also influence the choice of a promotional mix. For example, when a new product is introduced, it may be more effective to use a combination of advertising, public relations, and personal selling to build awareness and generate interest. As the product becomes more established, direct marketing and sales promotions may become more effective in maintaining customer loyalty and encouraging repeat purchases. Finally, when the product is nearing the end of its life cycle, it may be more appropriate to use sales promotions and personal selling to clear out remaining inventory and liquidate assets.