(See related pages)
- To understand the role of sales promotion in a company’s integrated marketing communications program and to examine why it is increasingly important.
- To examine the various objectives of sales promotion programs.
- To examine the types of consumer- and tradeoriented sales promotion tools and the factors to consider in using them.
- To understand how sales promotion is coordinated with advertising.
- To consider potential problems and abuse by companies in their use of sales promotion.
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