The makeup of a promotion mix depends on many factors, including a firm's promotional resources and objectives, the target market, the product characteristics, and the feasibility of various promotional methods.

Question

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This statement is true. The promotion mix is the specific combination of promotional methods – such as advertising, personal selling, sales promotion, public relations, and direct marketing – that a company uses to reach its target market and achieve its promotional objectives. The particular makeup of the mix will depend on various factors, as stated in the statement.

The Makeup of a Promotion Mix Depends on Many Factors