-دور المزيج الترويجي في تدعيم الصورة الذهنية للمؤسسة -دراسة ميدانية على عينة من أولياء تلاميذ مدرسة الجزائر مستقبل 02 بمدينة الاغواط

Abstract

This study aims to know the role of the promotion mix in strengthening the mental image of the institution, as it reflects the image of the institution in the minds of customers, which calls for careful design of the promotion mix elements in the institution with great care as it is a communication tool that provides clients with all the information that drives the client to accept or reject its products. It also helps to form a mental impression of those products compared to competitors' products and the alternatives available in the market . The field study aimed to identify the extent to which the concepts of the promotion mix are adopted and how it contributes to strengthening the mental image of the School of Algeria Future 02 in the city of Laghouat, and the data was collected by distributing the questionnaire to a sample of 144 clients, and 62 questionnaires were recovered, including 16 questionnaires that are not valid for analysis, to remain in the end 46 questionnaires valid for analysis. The study reached several results, the most important of which: that the promotion mix has a role in strengthening the mental image of the School of Algeria Future 02 in the city of Laghouat, where both personal sales, public relations and propaganda have a statistically significant role in strengthening the mental image of the institution at the significance level of 5%, and the hypothesis: there is a statistically significant role for advertising and sales promotion at the significance level of 5% was rejected, and there are fundamental differences to strengthen the mental image of the customers of the School of Algeria future 02 Due to the sex change and job at significance level of 5%, it does not exist for age and educational level. A number of recommendations have also been made that could help Algeria's Future 02 school make its promotion mix more effective in order to strengthen its mental image.