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Management of the Promotional Tools
Traditionally, each of the promotional tools has been regarded as domain of particular groups within organisations:
1. Personal selling is the domain of sales director, and traditionally uses an internally based and controlled sales force.
2. Public relations is the domain of chairperson, and is often administered by a specialist PR agency.
3. Advertising and sales promotion are domain of the marketing director or brand manager. Responsibility for design and transmission of messages for mass communications is generally devolved to an external advertising agency.
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