1.0 Introduction
Sales promotion was largely considered to be a tactical marketing tool in the past, mainly concerned for providing short-term incentives to encourage consumers to purchase/sale of a product or service. However, with the advent of loyalty programs and other sales promotional techniques aimed at brand loyalty thus repeat purchases, sales promotion practitioners have attempted to reposition their discipline due to the increased, intense, competitive environment that many organisations face. Managers therefore must fundamentally understand and evaluate the impact of their promotional strategies.
A communications paradigm has four levels:
1. Ability to gain the consumers attention
2. Difficulty level of interpretation
3. Its persuasive capability (describing benefits or specific characteristics)
4. Promotional impact causing purchase intent.
The conceptual framework discussed in the article provides sequences with a brand by creating awareness, communicating the......

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Title: A Communications Framework To Evaluate Sales Promotion Strategy
Approximate Word Count: 1521
Approximate Pages: 7 (250 words per double-spaced page)

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