chapter  14
31 Pages

Promotion strategies: Personal selling, publicity, and sales promotion

The purpose of promotion is both to communicate with buyers and to influence them. Effective promotion requires an understanding of the process of persuasion and how this process is affected by environmental factors. The potential buyer must not only receive the desired information but should also be able to comprehend that information. Furthermore, the information must be sufficiently potent to motivate the buyer to react positively.