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Jacket
Foundations of Marketing
David Jobber, University of Bradford
John Fahy, University of Limerick
The Promotions Mix

Chapter Objectives

This chapter covers:
1. The concept of integrated marketing communications
2. The key characteristics of the five major promotional tools
3. How to develop advertising strategy: target audience analysis, objective setting, budgeting, message and media decisions and advertising evaluation
4. The meaning of direct marketing and how to manage a direct marketing campaign
5. The role of sales promotion, public relations/publicity and personal selling in the promotional mix








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