ABSTRACT
The fundamental aim of any form of promotion is to build awareness among potential and/or existing customers through the provision of appropriate information. Optimizing the cost/benefit outcomes for a promotional campaign requires a detailed understanding of buyer behaviour. Large companies can draw upon the skills of their advertising agencies to assist in the acquisition and exploitation of these market data. An obstacle often facing smaller firms is their inability to afford the fees charged by agencies for the provision of such services. Barriers such as these can cause smaller firms to conclude that promotion is an expense they cannot afford. This attitude will mean some small firms miss out on the additional sales that can accrue from allocating an appropriate level of funds to supporting promotional activity.
