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Promotion is a key part of the marketing mix since it is through promotional activities that consumers learn of the product and the product's brand. Promotion includes most marketing communication activities, and includes advertising, public relations and point of purchase activities. Personal selling, when it is used, is also part of the promotional strategy. Companies typically follow more than a single promotional strategy even for a single product in order to reach various target markets.
Goodyear Tire has one of the most powerful promotional tools in the industry in the form of the Goodyear dirigible (blimp). Several blimps are located throughout the United States and are used to provide overhead views of sporting events and other activities. The unique design of the blimps (which can also display electric signs at night) has rendered them among the most effective marketing tools in terms of building br
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