■Experiments: In experiments, selected consumers are divided into two groups. To measure the
effectiveness of coupons, they are given to a group called experimental group, and the other group
having no coupons is called controlled group. Responses of both the groups are measured to know
whether coupons persuade more purchase. Similarly, the effectiveness of other incentives and the
optimum duration of running a sales promotion programme can also be measured through experiment.
8.9 PERSONAL SELLING
Another important tool of promotion is personal selling, which is conducted by the organization through
its sales people. This form of promotion carries maximum personal touch. In the following section, ...
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