Media influence in promotion mix

Abstract

Abstract 
This papers aims to analyse what is the influence of media in mix promotion. In 
today global economy having a clear vision of marketing strategy is fundamental 
for the companies to succeed and have competitive advantages in the market. The 
promotion mix of an existing or new product requires a wider treatment of its 
advertisement in front of the consumers. Not always the concept of a promotional 
spot or of an interesting and attractive promotional idea is considered a solution to 
advance the product in promotional aspects. To determine a promotional 
campaign and a concrete idea of what, how, when and where we want to promote 
our product is considered to be a precondition to continue with next steps of 
product promotion or advertisement. After accomplishing the above mentioned 
preconditions in this case we have design the complete idea to promote the 
product. The next stage, that is considered not less important, is the 
communication channels selection that means selection of ways that we desire to 
communicate with our existing and potential consumers. The next stage of a 
promoting campaign is testing, measuring the public, viewership and the audience 
in which is transmitted the promoting message. In this case the rating is an very 
delicate issue, requires a special treatment because through this element we can 
measure the public respectively viewership based in households percentage. The 
effectiveness of a promotion campaign, the evaluation that the companies made 
during the product promotion or after the promotion campaign, is determinant if 
the campaign had successful results.