Promotion
Promotion. Designed to achieve an active response over a short period of time.Has been increasing relative to advertising 57% in 1981 in 1994 72% of A/P.See Lehmann chart on percent sold on deal.Trade and consumer promotion target different players.Promotions can be offensive (trial) or defensive (Stove Top).Promotion used to bridge trial gap.Objectives: Buy more, buy now, loyality, capture switchers, get nonuser trial, awareness and build image..
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