The Importance of Promotion
Objective 13-5 Identify the objectives of promotion and the considerations in selecting a promotional mix, and discuss the various kinds of advertising promotions.
Promotion refers to techniques for communicating information about products and is part of the communication mix, the total message any company sends to customers about its product. Promotional techniques, especially advertising, must communicate the uses, features, and benefits of products, and marketers use an array of tools for this purpose.
Promotional Objectives
The ultimate objective of any promotion is ...
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