To gain the most from the use of trade promotions, firms need to plan the trade promotions into their IMC program and not use trade promotions as a reactive measure to boost sales or counter competitive actions.

Question

Quizplus · Accepted Answer

Integrating trade promotions into an Integrated Marketing Communications (IMC) program ensures they are strategically aligned with overall marketing goals, rather than being used haphazardly as a short-term fix.

To Gain the Most from the Use of Trade Promotions