Sales promotion is one of the four aspects of promotional mix. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include:
• point of purchase displays
• rebate (marketing)
• free travel, such as free flights
A good definition of sales promotion would be as follows:
“An activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, personal letters on other methods”.
More than any other element of the promotional mix, sales promotion is about “action”. It is about stimulating customers to buy a product. It is not designed to be informative – a role which advertising is much better suited to.
Sales promotion is commonly referred to as “Below the Line” promotion.
Sales promotion is only a part of promotion. Promotion includes sales promotion, advertising, personal selling etc. Promotion helps to make all other marketing activities more effective and efficient, but sales promotion helps only to sales activity. Sales promotion may be done with the help of tools like displays, exhibitions, free sample coupons, premium etc. Sales promotion acts as a link between advertisement and personal selling.
Sales promotion is different promotion. Sales promotion refers to those marketing activities other than personal selling, advertisement and publicity, which stimulate consumer purchasing and dealer effectiveness, such as displays, shows and expositions, demonstrations and various non-recurrent selling efforts not in the... [continues]
Cite This Essay
(2011, 02). Sales Promotion. StudyMode.com. Retrieved 02, 2011, from http://www.studymode.com/essays/Sales-Promotion-585255.html
"Sales Promotion" StudyMode.com. 02 2011. 02 2011 <http://www.studymode.com/essays/Sales-Promotion-585255.html>.
"Sales Promotion." StudyMode.com. 02, 2011. Accessed 02, 2011. http://www.studymode.com/essays/Sales-Promotion-585255.html.