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12.1: Build Your Vocabulary
Write a definition for each of the following terms and add it to your personal glossary.
promotion
product promotion
institutional promotion
persuasion
communication process
sender
encoding
channel
receiver
decoding
feedback
promotional mix
advertising
visual merchandising
storefront
marquee
public relations (PR)
press release
integrated marketing communications (IMC)
promotional campaign
electronic promotion
participatory marketing
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