Download Promotion

Promotion
The process of communicating
with customers or potential
customers
Promotion
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Informative
Persuasive
Two categories
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Above-the-line
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Advertising through the media
Below-the-line
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All other promotions, such as
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PR
Merchandising
Sponsorship
Direct marketing, etc.
AIDA
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Attention
Interest
Desire
Action
The promotional mix
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Public relations (PR)
Branding
Merchandising
Sales promotions
Direct selling
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Direct mail
Telephone
Door-to-door drops
Personal selling
The promotional mix
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Advertising
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Television
Radio
Cinema
National newspapers
Posters
Magazines
Internet
Regional newspapers
Ambient promotion
The promotional mix
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Public Relations (PR)
Branding
Merchandising
Sales promotions
Direct selling
Advertising
Sponsorship
Trade fairs & exhibitions
Influences on choice
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Objectives of campaign
Costs & budgets
Target market
Balance of promotions in a campaign
Legal factors
External factors