Strategic Decision and Its Impact on Promotional Mix - Exploratory Research in Company of General Spring / Iraqi Ministry of Industry

Abstract

The researchers are examining the impact of the strategic decision on the promotional
mix with its elements (advertising, personal selling, sales promotion, public relations and
direct marketing), and the research problem was represented by a number of questions
that were answered to know the extent of the interest of the higher management in the
company discussed with the strategic decision and thus knowing the reality of the impact
of the decision The strategy is in the promotional mix, and the importance of research
stems from the importance of the role played by the strategic decision through its effect
in achieving the goals of the researched company in completing its business with high
efficiency, and the questionnaire was used as a data collection tool designed according to
the theoretical side and distributed to a sample of (40) respondents, represented by the
general manager of the company, his assistants, department heads, and people in charge
in the public spring company. The (F) test was used to determine the significance of the
impact through the use of the statistical program (SPSS 22). The research The research
reached a set of conclusions, including the presence of a significant effect of the strategic decision in the promotional mix and the absence of a significant impact of the strategic
decision in advertising.
The research also reached a set of recommendations, the most important of which was
that it should be within the company's strategic directives and decisions to adopt the
advertisement as an essential element in the promotional mix.