Prioritizing Communication Mix in Agriculture Bank in Kurdistan Province from Marketing Perspective

Abstract

Success or failure of many organizations and companies depends on their promotional activities. Regarding the important role of this, organizations should have suitable mix for their promotional activities such that it has maximum efficacy. Therefore, this research aims at studying communication mix elements in marketing and determining the most important communication mix. For this purpose, a questionnaire was prepared and distributed to 20 managers and marketing experts of Agriculture Bank in Kurdistan province. Then, data were analyzed using AHP method. Regarding obtained results about prioritizing communication mix in marketing, the priority is advertising, sales promotion, public relations, personal sale and direct marketing. Among 16 tools for communication mix, the most effective advertising tool is TV commercials, the most important sale promotion tool is lottery, the most important public relations tool is attending in charities, the most important personal sale tool is face to face sale and the most important direct marketing tool is marketing with catalogue.