•
coupons
encouraging re-purchase
discounts encouraging re-purchase
bonuses incentive to re-purchase
encouraging re-purchase contests and lotteries
training
attracting attention/providing orders
Effects of marketing communication
Effects of marketing communication (MCE)
Expenses/costs of marketing communication
MC effectiveness
MC EFFICIENCY
LACK OF MC EFFICIENCY
4.3. Measuring the effectiveness and efficiency of marketing communication – methods and indicators