Promotion Mix
Companies promote their products and services using a promotion mix, which compromises of the different channels of delivering a message to the consumer. Through the advertisement and sale promotions methods, among other techniques, the company gets to publicize its product and services. However, these promotion mixes face several challenges posed by different factors within and outside the company, which make the company change the choice of the promotion mix. A company`s budget determines the channels the company can use and the production mix utilized since it affects the promotion reach capabilities of the company. Budget limitations make a company lack the need exposure, thus limit its success. Also, the stage of the product life cycle affects the type and amount of promotion. New products need a lot of advertising to create awareness to the consumers. Another factor is the preference of consumers to different media. Various consumers prefer different types of media, which force the company to change their promotion mix element. Many consumers today use social media in almost everything since a majority of the youths obtain their information online through social media. And do not often watch television or listen to the news or even read the newspaper but use social media every day.
A social media is a platform involving the use of websites and applications that enable companies and sellers to create and share the product information and promotion message to the consumers through participating in social networking. Many companies nowadays have indulged on twitter, Facebook, and Instagram, where they interact with customers and advertise their products through paid ads that the users view. They also create websites of the company where one can easily find all the necessary information regarding the product.