Product Life Cycle and the Promotional Mix
Light
Advertising,
pre-
introduction
Publicity
Heavy use of
advertising,
PR for
awareness;
sales
promotion
for trial
AD/PR
decrease
Limited
Sales
Promotion,
Personal
Selling for
distribution
Ads decrease.
Sales Promotion,
Personal Selling Reminder &
Persuasive
Advertising,
PR, Brand
loyalty
Personal
Selling for
distribution
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