APT Initiatives
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Established in 1999

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Below the line methods of promotion

Techniques that do not involve communicating with customers through independent media, but through the use of methods over which the firm has some degree of control. These are commonly used for short-term tactical reasons, rather than long-term image building. Methods include direct mail, personal selling, exhibitions and trade fairs (linked with personal selling), public relations, sponsorship, branding, packaging, sales promotion and merchandising.

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