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Evaluating & Planning Promotion Campaign


ii. Seek out new channels

While more traditional methods of promoting products – such as TV and print advertisements, direct mail or catalogs – may still be effective, retailers need to explore other ways of reaching their target audiences. Email campaigns are even beginning to sound antiquated as more and more people rely on alternative channels for communication and information. Many retailers have already embraced social media and are creating multi-channel merchandise and assortment plans. They should also consider how new channels like Facebook and mobile commerce, or m-commerce, can impact the effectiveness of their campaigns and grow their customer base. Unlike print or TV advertising, promoting products through social media and online channels takes a lot less time to plan and execute. And, adjustments to such promotions can be made almost instantaneously.

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