To promote a new line of cosmetics targeted to preteen girls, the promotional mix should be targeted to the way preteen girls respond to various forms of selling. Advertising is likely to be the most effective element in the promotional mix, as young girls are impressionable and highly responsive to trends in beauty products and fashion. A pull strategy, where the teen girls demand the product because they see it on TV and in magazines and want it, is the optimum strategy (ôPush or Pull?ö). Creating a demand for the product in the minds of teens girls is the best way to sell it, and this demand can be predicated on the nature of the product and its cachet for teen girls. Since the product is at the beginning of its product life cycle, the novelty is an additional advantage. The buying decision for this type of product is largely an emotional one, as preteen girls do not have any real need for cosmetics. They respond to what the product representsùas with cosmetics that have advertising associated with romanceùor to its fashion statement, as with teen make-up trends such as dark lipstick and candy-colored nail polishes. A product that can appeal to teen girls from both angles is more likely to be successful than one that only has one avenue of appeal.
ôPush or Pull?ö Tutor2u. < http://www.tutor2u.net/business/marketing/promotion_pushpull.asp>
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