The Effects of Sales Promotion Techniques on Consumers’ Behaviour: a South African Perspective
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چکیده
Companies can communicate marketing messages by a range of methods, including advertising, publicity, personal selling, public relations, direct marketing, sales promotions, sponsorships, packaging and branding. Each of these marketing communication elements has unique features that directly influence the role and function they could perform in Integrated Marketing Communication (IMC) strategies. Sales promotions refer to any extra incentive manufacturers, retailers, and even not-for-profit organizations use that could serve to change a brand's perceived price or value temporarily (Shimp, 2010, p. 446).
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