Global Promotion. Promotion objectives Problems and opportunities in promotional transplantation Legal issues. Promotion: Strategic and Tactical Objectives. Awareness Trial Attitude toward the product Beliefs Preference Temporary sales increases. Emerging Markets/ New Products.
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Note questionable reliability of data and possible accounting issues.
Again, parallel to product/
“Atomistic”—broken down to smallest component parts
“Unique selling propositions”
May be “dull and boring”
“Everything relates to everything else”
How things “fit together” and “relate”
Visual and oralContrasting Advertising Perspectives (Aithison 2002)
Jim Aitchison, How Asia Advertises, New York: Wiley, 2002.