CHAPTER16–USINGEFFECTIVEPROMOTIONAL.docVIP

CHAPTER 16 – USING EFFECTIVE PROMOTIONAL TECHNIQUES LEARNING GOALS After you have read and studied this chapter, you should be able to: 1. Identify the new and traditional tools that make up the promotion mix. 2. Contrast the advantages and disadvantages of various advertising media, including the Internet. 3. Illustrate the steps of B2B and B2C selling processes. 4. Describe the role of the public relations department and show how publicity fits in that role. 5. Assess the effectiveness of various forms of sales promotion including sampling. 6. Show how word of mouth, email market