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Consumer promotions generally hit directly at the decision and purchasing stages of the buying process. Thus, they affect behaviour directly producing immediate results. Consumer promotions can thus be defined as "Marketing and communication activities that change the price / value relationships of a product or service, thereby generating immediate sales and altering long term brand value". Various types of consumer promotions are coupons, contests, sampling, cross promotions, bonus back, freebies, etc.
Brand managers have, thus, a plethora of choices when opting for a consumer promotion. How they actually go about choosing it is critical in determining the extent of success the promotion would achieve...
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