Relevance of the Fundamentals of the Promotional Mix in Contemporary Marketing Strategy
DOI:
https://doi.org/10.56880/experior52.4Keywords:
Promotional mix, advertising, personal selling, sales promotion, public relationsAbstract
This research aims to analyze the strategic interaction of promotional mix tools to strengthen business competitiveness. The study is theoretically grounded in authors such as McCarthy, Stanton, and Kotler, who define promotion as an effort to inform, persuade, and remind, constituting the brand voice that facilitates dialogue with the consumer. Methodologically, a qualitative and documentary approach was used to systematize the literature using the analytical-synthetic method, creating a referential framework with the necessary foundations. The results validate a nine-step operational roadmap for strategic planning, which must necessarily be derived from the organization's overall marketing plan. The functions of advertising, personal selling, sales promotion, and public relations were characterized, highlighting their strengths in generating mass awareness, closing sales, and enhancing the institutional image. It was determined that the objective-and-task method is the most logical budgetary approach for linking investment with strategic goals. Regarding digital convergence, a five-step process was identified for attracting the right visitors through web promotion. The most relevant conclusion indicates that the promotional mix is a strategic subsystem whose effectiveness lies in the logical integration of its pillars to positively influence the behavior of the target market.
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