There are several factors to be considered when selecting the most appropriate promotional tools such as:

  • Degree of control required over the delivery of the message
  • Financial resources available
  • Level of credibility each tool bestows on the organisation
  • Size and geographic dispersion of target audience

All elements of the marketing communications mix used for a promotional campaign need to communicate the same message, values, etc.

Each chosen promotional tool and media vehicle should be used to support each other and reinforce the message

If this does not happen the consumer is likely to become confused due to conflicting messages…

…and is therefore unlikely to make a purchase

When selecting the most appropriate elements of the promotional mix for a particular campaign you should consider:

  • The communications abilities of the approach
  • the cost and
  • the degree of control

The following tables review these characteristics.

Communications

Costs

Control

(from Fill, 2006)