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Awareness and demand generation are the primary activities of every marketing program. Awareness primes the pump by keeping the brand top-of-mind so you are considered when a consumer is in the buying cycle. The promotion helps to bring it all home by causing the consumer to take action.
Marketers love promotions because they are easy to measure and demonstrate return on investment (ROI). For the most part, promotions are considered to be uncool by advertising people who favor a more artistic marketing message. Here at GMB we believe that promotions can be in-brand, fun and cool, but still accomplish the mission of gathering data and turning that data into sales.