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Bilopolskaya M.
O.A. Parshina, research supervisor
S. I. Kostritskaya, language advisor
National Mining University
SEPARATE STEPS IN ADVERTISING AND SALES PROMOTION
STRATEGY IN BUSINESS MARKETING
Promotion in business marketing refers to the use of the promotional tools of
advertising, publicity and sales promotion. Business promotional tools generally
serve to strengthen the personal selling effort and can be very effective in paving
the way for sales representatives, in introducing new products and product lines to
both established and prospective customers, and creating a good-will between the
selling and purchasing firms.
Creating a successful business promotion campaign is not an easy thing to
do, and one of the most important steps in this process is estimating how effective
the future promotion campaign will be. Two of the most commonly methods of
measuring the effectiveness are pretesting and posttesting, and responses to
advertisements.
Pretesting measures the subjects’ awareness of the product or service at issue
through a series of questions about it, or a number of situations to which
respondents react, thereby indicating their current knowledge about the product or
service. In posttesting those who have been exposed to advertisement, publicity
pieces, or sales promotion devices are questioned as to their aided recall, unaided
recall, recognition, comprehension, believability and brand awareness in regard to
the promotion. Traditionally, one more popular model of measuring the
effectiveness o
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