Which of the following is NOT an element of the promotional mix?

The correct response identifies market research as not being an element of the promotional mix. The promotional mix comprises a variety of strategies used to communicate with the target audience and promote a product or service. This includes advertising, public relations, and sales promotions, all of which are designed to increase awareness, influence perceptions, and drive sales.

Advertising refers to the paid media used to deliver promotional messages about products or services to a wide audience. Public relations involves managing the public perception of a brand and building relationships with various stakeholders, often through unpaid communications. Sales promotions are short-term incentives aimed at encouraging the purchase of a product or service, such as discounts, contests, or free samples.

In contrast, market research focuses on gathering and analyzing information about consumers, competitors, and market trends to inform business decisions. While market research is crucial for developing effective marketing strategies, it does not directly involve the communication and promotional activities encompassed by the promotional mix. Therefore, market research is not considered an element of the promotional mix.