advertisement most effective promotional mix to use with products that are convenience goods and purchased routinely. since consumers spend less time choosing what to buy and are familiar with the offerings. Target market traits and buying readiness of customers
Image advertising (brand building) and sales promotions are the two essential components of the promotional mix for convenience products. A strong brand developed through persistent image advertising will be advantageous for convenience products. While promotion is intended to drive transient sales, advertising is done to enhance brand recognition and boost sales. While promotion is the variable of the marketing mix, advertising is one of its components. While promotion has short-term consequences, advertising has long-term effects. A temporary campaign or offer is used by a company as part of its sales promotion marketing strategy to boost interest or demand in its good or service. A company may decide to utilize a sales promotion (or "promo") for a variety of reasons, but the main one is to increase sales.
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