These are personal selling, advertising, sales promotion, direct marketing publicity and may also include event marketing, exhibitions and trade shows.[2] A promotional plan specifies how much attention to pay to each of the elements in the promotional mix, and what proportion of the budget should be allocated to each element.
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Just as different types of brand awareness can be identified, there are a variety of methods for measuring awareness. Typically, researchers use surveys, carried out on a sample of consumers asking about their knowledge of the focus brand or category.
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