PROMOTIONAL DECISIONS

Promotional Decisions

Promotional Decisions

Promotion is a form of communication; hence it means a source sending a message to a receiver using some form of medium. According to Daniel Yadin, in 'The International Dictionary of Marketing', promotion is advertising and other forms of sales presentation, designed to encourage “fast consumer or trade up-take of a product or service,” (2002, p.310). To run a good promotion one needs techniques and tools. According to Yadin these techniques, tools, activities mixed to meet the needs of individual marketing campaigns, is called the promotion mix (Yadin, 2002, p.311). The promotion mix can include advertising, public relations, ...