Marketing Communications

380 CHAPTER 12 BRAND ACTIVATION

Photo 12.1 Sampling brochures from Debenhams

Source : Getty Images.

the consumer is that the price cut is immediate and unconditional. Th e manufacturer can

easily and quickly organise sales promotions of this type, and it does not lead to extra

workload for the retailer. Furthermore, price cuts on the shelf almost invariably lead to

additional turnover, especially when competing brands off er their promotions in diff erent

time periods.^12

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