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Chapter 31: using the marketing mix: Promotional mix

Part of the marketing mix

Designed to inform customers and persuade them to buy it
Promotional objectives include increasing sales, profits and the awareness of
the product
Aims to get the attention of the customer so they can be informed or persuaded…

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Radio ­ Flexible, cheaper, can be niche or mass market.
Cinema ­ Can be targeted to specific audiences can promote activities
to do after the cinema like restaurants etc, very expensive.
National Newspapers ­ Read by millions of people daily.
Posters ­ Highly flexible, mass market or niche market, detail…

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