Integrated Market Communication - The Promotional Mix

By Author: Jack Lavis
Total Articles: 25
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Promotion is generally considered as selling related efforts done by the companies to setup channels of information and persuasion. It ultimately results in selling of goods and services or promoting an idea or company information. We are discussing here the promotional mix which includes these elements - advertising, sales promotion, publicity and personal selling (direct marketing). Each element of the promotional mix is viewed as an integrated marketing communications tool. Here we will be focusing on interactive media as major promotional mix element. It is governed by carefully planned and controlled promotional program.

Advertising is the most commonly used and widely discussed form of promotion, probably because of its pervasiveness. Those companies who target mass consumer market see it as very important promotion tool. To have a cost-effective campaign, you can select one of the readily available banner stands which can be retractable or non-retractable. These banner stands can be used to create brand images and symbolic appeals for your company or brand, a very important capability for companies selling products ...
... and services that are difficult to differentiate on functional attributes. These are smart salesmen on your company's behalf. They provide you lot of flexibility to choose from. You can first think of a size of your posters and banners. You can get them print and then you have the flexibility of choosing the display banner stands. The structures are available in many sizes and if size is not available, you can assemble one of your own choices. Many small structures have the notches and addition components through which you can keep on adding other small structures. Ultimately you will get a size of your choice matching your graphics components.

The material used is light weighted aluminium or bamboo. Retractable banner stand structures are made up of Aluminium while L banner stands or X banner stand structures are made up of Aluminium or Bamboo. Due to its natural beauty, bamboo has been the choice of many companies and organizations. Bamboo products are reliable and robust. They immediately catch attention of your customers. All the banner stand structures can be easily folded or unfolded saving your precious time in assembling or dissembling them during an event promotion activity. Another advantage is their transportability. They can be accommodated in their easy carrying transport bags. Just pack them elegantly and you are ready for your next event.

Banner Stands are also stable due to the innovativeness in the structure. You can have them erected using a heavy metal plate or PVC tank which can be filled with water. This water and sand base is very strong in weight and can withstand against any wind force. These stands look professional and stylish when you erect them in any exhibition or conference or indoor / outdoor event. You can count on them for the retail promotion or corporate promotion to your franchisee. This encourages your customers to shop at a specific store, use a local service or patronize a particular establishment. Banner stands thus prove to be direct-action advertising tool.