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The effectiveness of in-store promotions can be measured by examining how far a promotional activity achieves its intended objectives, such as increasing sales, attracting customers, encouraging trial purchases, improving product visibility, and strengthening customer engagement. In retail marketing and communication, measurement is important because it helps retailers understand whether the money and effort spent on displays, discounts, demonstrations, coupons, contests, and other promotional activities are producing desirable results. One of the most direct measures is the change in sales volume. Retailers can compare sales during the promotional period with sales before the promotion or with sales from a similar period when no promotion was conducted. For example, if a ____ _______ ____ ______ __________ _______ ___ ________.
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