Chapter 9



The key point about a promotion is that it can be effective in every part of the promotional mix and can be used for every element of the Offer. If used well, it can spice up any element of the six Cs alongside any marketing communication.

Promotions within the ‘promotional’ mix

How does a promotion fit with the rest of the mix? The promotional mix describes the marketing communication alternatives that are available, divided into six. Remember to base all marketing communications on the ‘mind file’ hook (see Chapter 3). The importance of having a unique hook on which a shopper or buyer can build his or her mind file has now been realised. The engram is the total picture of the brand held by the shopper/buyer on ...

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