In this chapter, we begin our discussion of the promotion component of the Marketer’s Toolkit. We start by defining promotion, and we show how promotion is used to meet different objectives. Because communication is a key element of promotion, we take an extended look at the communication process. Next, we explore different characteristics of promotion and how different promotional methods stack up to the characteristics. Finally, we discuss factors affecting the choice of promotional methods.
- What is Promotion?
- Objectives of Marketing Promotions
- Types of Promotion Objectives
- The Communication Process
- Characteristics of Promotions
- The Promotion Mix
- Factors Affecting Promotion Choice
Links to Cited References:
(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)
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