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Although some sales promotions can be continuous (frequent flier miles), most of such programs are short-term. They are usually used to cash in on a particular season or festival. Sales promotions sometimes can be a better choice compared to advertising when the customer base is small and geographically distributed. Marketers have found that in the information world where the customers are continuously bombarded with nearly infinite amount of messages, advertising alone is not enough. To meet their sales they must use additional promotional methods in addition to advertising. Also, the high cost of advertising may cause marketers to seek alternative, lower cost promotional techniques to meet their goals...
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