Marketing Communications

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Marketing Communications

197

Sales Promotion And Publicity

MAJOR DECISIONS IN SALES PROMOTION IMPLEMENTATION

A marketer that is considering using sales promotion must follow these steps to plan, execute and
evaluate the promotion tool.

1. Establish the sales promotion objectives


2. Select the sales promotion tools


3. Develop the sales promotion programme


4. Pre-test the sales promotion programme


5. Implement and control the sales promotion programme


6. Evaluate the sales promotion results.

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