Setting the Overall Promotion Mix

Now the company must divide the overall promotion budget amongst the major promotion tools such as, personal selling, advertising, public relations, sales promotion and direct marketing. The concept of integrated marketing communications recommends that it has to blend the promotion tools carefully into a coordinated promotion mix. But how does the company decide what mix of promotion tools it shall use? Companies within the similar industry vary greatly in the design of their promotion mixes. Now we look at factors that affect the marketer's opinion of promotion tools.