Professional Documents
Culture Documents
•D I F F E R E N T T Y P E S O F S A L E S
PROMOTION,
•R E L A T I O N S H I P B E T W E E N
SALES PROMOTION AND ADVERTISING
Sampling
Price off
Quantity deals
Banded offers
In- product gift
Out product gift
Coupons
Trading stamps
Consumer contests
Sales Promotion To The Trade
Incentive scheme
Star awards
Sales meets
Local ad budgets
Promotional Aids
Advantages Of Sales Promotion
Measurable results
Relatively inexpensive
Short-term results
Sales promotion such as coupons and trade
allowances produce quicker, more measurable sales
results. However critics of this strategy argue that
these immediate benefits come at the expense of
building brand equity. They believe that an over
emphasize on sales promotion may under mine a
brand’s future.
Competitive Pressure
If competitors offer buyers price reductions, contest
or other incentives, a firm may feel forced to retaliate
with its own sales promotions.
Buyers’ expectations
Once they are offered purchase incentives,
consumers and channel members get used to them
and soon begin expecting them.
Low quality of retail selling
Many retailers use inadequately trained sales clerks
or have switched to self service. For these outlets,
sales promotion devices such as product displays and
samples often are the only effective promotional
tools available at the point of purchase.