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Better Business, 5/e
book

Better Business, 5/e

by Michael R. Solomon, Mary Anne Poatsy, Kendall Martin
January 2017
Intermediate to advanced content levelIntermediate to advanced
500 pages
33h 23m
English
Pearson
Content preview from Better Business, 5/e

Chapter 14 Summary

  1. 14-1 Describe the elements in a promotional mix, and explain the function a promotional mix serves in a promotional campaign.

  • A promotional mix is the strategic combination of promotional tools used to reach customers to achieve a product’s marketing objectives. Included in the mix are advertising, public relations, personal selling, and sales promotions.

  • Implementing the promotional mix is part of an effective promotional campaign. Promotional campaigns involve six steps:

    • Identify the target market.

    • Determine a product’s marketing objectives.

    • Design the message.

    • Determine the budget.

    • Implement the promotional mix.

    • Evaluate and adjust the mix as needed.

  1. 14-2 Describe the different categories of advertising and ...

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Publisher Resources

ISBN: 9780134522746