Money, or the lack of it, may be the most important factor in determining the promotional mix.

Question

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The promotional mix includes advertising, sales promotion, personal selling, public relations, and direct marketing. Each element requires a certain amount of financial investment. A company with a limited budget may need to choose which elements of the promotional mix to focus on based on available resources. Therefore, money plays a significant role in determining the promotional mix.

Money, or the Lack of It, May Be the Most