Introduction to Marketing Communications Tutorial 5

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...supporting sales promotion...

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5 …introduction to

sales promotion…

High

Low

New Product or Market Withhold Sales

Promotion Use Sales Promotion to

Stimulate Full Trial

Established Product or Market

Non-Loyals – Use for Switching Loyals – Use Carefully

Non-Loyals – Attract for Trial

Loyals – Reward for Increased Usage

Involvement

short talk...

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