Sales Promotion

Definition of sales promotion * An early def. of sales promotion :’Includes all those activities ,which enhance and support mass selling and which compete and or coordinate the entire promotional mix and make the marketing mix more effective”. (John F Luick and Wiliam L Zeigher,Sales Promotion & Modern merchandising,TMH,1968) * In a specific sense ,sales promotion includes those sales activities that supplement both personal selling and advertising and coordinate them and help to make them effective ,such as displays ,shows and expositions ,demonstrations and other non recurrent selling efforts not in the ordinary routine. …………(AMA) * Sales promotion is an action focused marketing event whose purpose is to have a direct impact on the behavior of the firms' customers. ( Inst. Of sales promotion –UK) * Sales promotion are temporary incentives targeted at the trade or at end consumers (consumers promotion).While SP generally aim to change purchase behavior ,they vary in whether they attempt to persuade trade customers or end consumers to buy a product for the first time, to buy earlier or to buy more often. …….. Philip Kotler
3 distinctive characteristics of Sales Promotion * Communication: They gain attention and usually provide information that may lead the consumer to the product. * Incentive: they incorporate some concession ,inducement, or contribution that delivers value to the consumer. * Invitation: they include a distinct invitation to engage in the transaction now.
The Role of Sales Promotion * Sales Promotion: * Consists of media and non-media marketing communications employed for a predetermined, limited time to stimulate trial, increase consumer demand, or improve product availability. * Consumer Sales Promotion: