sales promotion

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sales promotion

the measures used by firms alongside other elements of the PROMOTIONAL MIX (advertising, personal selling etc.) to increase the SALES of their products.

In the case of CONSUMER GOODS, while ADVERTISING seeks to develop and sustain sales by creating BRAND LOYALTY over the long run, sales promotions are largely used in short, sharp bursts to support, for example, the introduction of a new brand, to renew interest in a product whose sales have fallen and, periodically, to stimulate extra demand for a well-established brand. A variety of techniques are used for these purposes, including: free-trial samples, money-off packs, ‘two-for-the-price-of-one’ offers, extra quantities for the same price, product competitions offering prizes, coupons offering gifts, trading stamps, in-store demonstrations, point-of-sale displays, etc.

These methods can succeed only if the product being promoted is widely available for consumers to buy, so that it is important also to encourage retailers to stock it. This is done using various trade promotions including special cash offers on purchases, free extra quantities, gifts and prizes.

In the case of industrial products, trade fairs, exhibitions and demonstrations are used to back up the most commonly used mode, PERSONAL SELLING. See MERCHANDISING, PACKAGING.

References in periodicals archive ?
Aquaventure Admission, The Lost Chambers Admission, a Dolphin Adventure (deep water activity) and a Meal Deal
The 26-year-old was about to tuck into her regular lunchtime meal deal - a southern fried chicken wrap, beef Hula Hoops and a bottle of Ribena - part way through her shift at a Birkenhead call centre.
Aquaventure Admission, TheLost Chambers Admission, a Dolphin Adventure (deep water activity) and a Meal Deal
A CALORIFIC, sugar and fatpacked children's meal deal for PS1 has been slammed by health campaigners.
Forty venues have confirmed their involvement in the week, which will offer diners two pricing options - a pounds 10 per person meal deal or a premium package pounds 15 per person deal.
There are also Winter Warmer Meal Deal and Kids Meal Deal for pre-purchased.
THE UK'S tracks are eagerly awaiting their one millionth customer this month from the sport's 1p meal deal campaign - and to celebrate, one lucky racegoer is in for a bonus.
MARKS & Spencer's pounds 10 meal deal gets you a "restaurant quality" main meal, starter and dessert for two plus a bottle of wine.
The saltiest children's meal deal was a Pizza Hut kids' chicken "wrap factory" plus soft drink at 4.
We've joined forces with our friends at Brewsters to bring you a very special meal deal.
50, the Meal Deal represents outstanding value for money and consists of any stickered sandwich or salad, a packet of crisps and a refreshing 500ml bottle of diet Coke/Coke or Shapers 500ml drink.