The New Promotions Mix: A Proposed Paradigm, Process, and Application

Abstract

This paper proposes a new paradigm for the marketing communications (promotions) mix. Six components are identified and discussed, including the role each plays in an integrated communications program. The paper develops a model identifying the process followed in using these components to get the desired behavior from the target audience. Finally, the paper shows how an organization can develop a matrix to identify the appropriate components of the communications process to be used in achieving the desired objective. Managerial and educational implications of the proposed paradigm are also discussed.

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