The most extensively used type of promotion is advertising which can be delivered through a lot of channels like TV, radio, printed magazines, theatres, outdoor media like billboards, hoarding, posters and Point of Purchase (POP). The Internet in the recent years has also become a potent media option for the marketers as also cell phone users through SMS. The particular segments of society which are marketing segments being targeted will influence the categories of media selected, as will be the cost. For a computer manufacturer, the right media will be the computer magazines through which it can target the computer users. A sales promotion is devised to push new and repeat sales. Similarly loyalty cards, give-away gifts, running competitions and voucher schemes are the most popular. Using sponsorships and public relation exercises are employed by the companies to improve their image in the minds of consumers, especially by way of...
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