To build new brands and to rejuvenate stagnant brands, companies will want to stimulate trial purchases of the product. The least effective communication tool to accomplish this objective would be

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To build new brands and to rejuvenate stagnant brands, companies will want to stimulate trial purchases of the product. The least effective communication tool to accomplish this objective would be trade promotions since it is directed toward channel members, not consumers.

To Build New Brands and to Rejuvenate Stagnant Brands, Companies