Short-term incentive to initiate trial or purchase
Marketing
Marketing
Marketing management
Key concepts
Distribution
Pricing
Retail
Service
Activation
Brand licensing
Brand management
Co-creation
Consumer behaviour
Consumer culture
Dominance
Effectiveness
Ethics
Promotion
Segmentation
Strategy
Account-based marketing
Digital marketing
Product marketing
Social marketing
Influencer marketing
Attribution
Annoyance factor
Horizontal integration
Vertical integration
Promotional content
Advertising
Branding
Corporate anniversary
Direct marketing
Loyalty marketing
Mobile marketing
On-hold messaging
Personal selling
Premiums
Prizes
Product placement
Propaganda
Publicity
Sales promotion
Sex in advertising
Underwriting spot
Promotional media
Behavioral targeting
Brand ambassador
Display advertising
Drip marketing
In-game advertising
Mobile advertising
Native advertising
New media
Online advertising
Out-of-home advertising
Point of sale
Product demonstration
Promotional merchandise
Promotional representative
Visual merchandising
Web banner
Word-of-mouth
Research
Market research
Marketing research
Mystery shopping
Consumer research
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Sales promotion is one of the elements of the promotional mix. The primary elements in the promotional mix are advertising, personal selling, direct marketing and publicity/public relations. Sales promotion uses both media and non-media marketing communications for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates.
Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions.
Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.
Sales promotion is implemented to attract new customers, to hold present customers, to counteract competition, and to take advantage of opportunities that are revealed by market research. It is made up of activities, both outside and inside activities, to enhance company sales. Outside sales promotion activities include advertising, publicity, public relations activities, and special sales events. Inside sales promotion activities include window displays, product and promotional material display and promotional programs such as premium awards and contests.[1]
Sale promotions often come in the form of discounts. Discounts impact the way consumers think and behave when shopping. The type of savings and its location can affect the way consumers view a product and affect their purchase decision.[2] The two most common discounts are price discounts ("on sale items") and bonus packs ("bulk items").[2] Price discounts are the reduction of an original sale by a certain percentage while bonus packs are deals in which the consumer receives more for the original price.[2] Many companies present different forms of discounts in advertisements, hoping to convince consumers to buy their products.
^Taylor, John (1978). How to start and succeed in a business of your own. p. 290.
^ abcYin, Xu; Jin-Song, Huang (2014). "Effects Of Price Discounts And Bonus Packs On Online Impulse Buying". Social Behavior & Personality. 42 (8): 1293–1302. doi:10.2224/sbp.2014.42.8.1293.
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