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Question
Explain the objectives of promotional activities.
Solution
Promotional activities are concerned with communicating with the consumer. The objectives of promotional activities can either be focused on the short-term (such as, an increase in sales next month) or in the longer term (such as, to improve the image of the business). Promotional objectives include:
- To improve consumer awareness of a product, especially in case of new products.
- To remind consumers of the existence of a product and its unique qualities.
- To increase sales by attracting new consumers to the product.
- To demonstrate superior qualities of a product compared to competitors.
- To correct misleading reports about the product.
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