6

Sales Promotion

Chapter Objectives
  • To understand how an ad campaign and sales promotion techniques complement each other
  • To identify the best consumer-focused sales promotion techniques depending on specific marketing objectives (attracting new clients, earning customer loyalty)
  • To learn how to measure the results of promotional operations in terms of image and sales

Sales promotion has long been looked down upon as somehow less noble than other modes of communication and advertising in particular. One of the reasons for this is owing to the close (and somewhat obvious) relationship between sales promotion and the sale itself. The self-interested motivations of sales promotion techniques tend to come across clearly and are far from the ...

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