| When you have completed this chapter, you should be able to understand the following learning objectives (LO): |
| LO 1 | To understand the role of sales promotion in a company's integrated marketing communications program and to examine why it is increasingly important. |
| LO 2 | To examine the various objectives of sales promotion programs. |
| LO 3 | To examine the types of consumer- and trade-oriented sales promotion tools and the factors to consider in using them. |
| LO 4 | To understand how sales promotion is coordinated with advertising. |
| LO 5 | To consider potential problems and abuse by companies in their use of sales promotion. |
