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Chapter 18: Sales promotion andpersonal selling
What is sales promotion?
- Key element in the IMC program
- When used strategically it can
- Make the product available where the consumer wants it to be
- Close the sale
- Provide measurable results
- Social media and the internet
Targets
The Objectives
- Has more affect on behaviour than on attitudes
- Immeadiate purchase is the goal
- Objectives are driven by
- General behaviour of the consumer
- Stage in the PLC
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