MARKETING MANAGEMENT ASSESSMENT

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student
Name of the University
Authors note

MARKETING MANAGEMENT
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Executive summary
The principal objective of this article is to comprehend the theory of the promotional mix. The
following section of the paper will focus on the various promotional activities that are used for
promoting the products or services. The central promotional activities are advertisement, sales
promotion, personal selling, internet, and social media. The paper also discusses the primary
objectives of all the promotional mix that has been used in promoting the product and also
discusses the expenditures that have been incurred in promoting the product. Lastly, the paper
elaborates on the description of each of the promotional activities to ensure an integrated
approach to improving the product.

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Table of Contents
Introduction..........................................................................................................................3
Discussion............................................................................................................................3
Component of the promotion mix....................................................................................3
Advertisement:.............................................................................................................3
Public Relations:..........................................................................................................3
Sale Promotion:...........................................................................................................4
Direct Marketing:.........................................................................................................4
Personal Selling:..........................................................................................................4
Internet and Social Media:...........................................................................................5
The primary objective of the promotional mix................................................................5
Description of each promotional mix..............................................................................6
Advertisement:.............................................................................................................6
Public Relations:..........................................................................................................6
Sales Promotion:..........................................................................................................6
Direct Marketing:.........................................................................................................7
Personal Selling:..........................................................................................................7
Internet and Social Media:...........................................................................................7
Conclusion...........................................................................................................................8
References............................................................................................................................9

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Introduction
Promotion is indeed a blend of communication components. In marketing, the advertising
mix may be defined as an appropriate mixture of promotional activities selected by marketers to
help a firm achieve its objectives. The task for advertisers is to consider the correct balance of
both to produce the most exceptional performance in marketing (De Mooij, 2019). A right
product implies little when the value of such a service is easily transferable to the target
audience. In this assignment promotional mix of Java Beverage is being discussed. Java
Beverage is a newly introduced beverage in the market, and it is a non-alcoholic drinks
company.
Discussion
Component of the promotion mix
Advertisement: Advertisement is an integral part of the promotion mix. Advertisement
can be done in multiple ways, online or offline. Advertisements would be any paying means of
contact with the media. That covers print advertisements in publications, newspapers, and
commercial publications, radio and television advertising, web-based awareness creation, and
banners. It is a violent advertisement strategy to support goods that are a popular and effective
method to appeal to mass markets. Through advertisement, a product can be promoted on
multiple platforms at the same time, gathering more views, and therefore more customers are
attracted to the product. In this way, effective advertising is crucial for a product's success (Moin
et al., 2017).