LO 15-3 Select the promotional approach appropriate to a product’s target audience, life-cycle stage, as well as stages of the buying decision and channel strategies.

The promotional mix depends on the target audience. Programs for consumers, business buyers, and intermediaries might emphasize advertising, personal selling, and sales promotion, respectively. The promotional mix also changes over the product life-cycle stages. During the introduction stage, all promotional mix elements are used.

During the growth stage advertising is emphasized, while the maturity stage utilizes sales promotion and direct marketing.

Little promotion is used during the decline stage.

Finally, the promotional mix can depend on the channel strategy. Push strategies require personal selling and sales promotions directed at channel members, while pull strategies depend on advertising and sales promotion directed at consumers.