Choosing the Right Tool for Each Job

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The first level of integrated campaign proficiency is choosing the right tool for each job. To do this, we begin by assessing our campaign objectives. Promotional campaign objectives help guide our selection of promotional vehicles. There are four main campaign objectives: Raising awareness, generating trial, increasing usage and building loyalty. Each objective has specific requirements that relate to exposure quality, location, precision and cost. By ranking promotional vehicles on each of these requirements, we are able to identify the ones that best support each objective.

Knowledge Test

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