2.1.3.4 Promotion Mix
Promotion mix encompasses a broad range of activities designed to communicate with individual groups or organizations in order to influence members or a selected audience to accept the promoting firms, services or ideas. The promotion mix facilities exchange (Anyanwu, 2003).
Kolter (2006) defined the promotion mix component thus:
All these components of the promotional mix need to be properly planned, organized, executed and monitored to achieve the organizations set objectives.
However, the major problem confronting organizations is determining the optimal promotional mix, which will cope with the environment at particular point in time.