Chapter

12.5. Promotion Strategy*

From IntroductionToBusiness OP 8D04gAa

Concepts

1. What are the goals of promotion?

   "Promotion is an attempt by marketers to inform, persuade, or remind consumers and B2B users to influence their opinion or elicit a response. Most firms use some form of promotion. Because company goa

2. What elements make up the promotional mix?

   "The combination of traditional advertising, personal selling, sales promotion, public relations, social media, and e-commerce used to promote a product is called the promotional mix. Each firm create

3. How does integrated marketing communications unify promotion?

   "Ideally, marketing communications from each promotional-mix element—personal selling, traditional advertising, sales promotion, public relations, social media, and e-commerce—should be integrated. Th