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.

Collins Dictionary of Business, 3rd ed. © 2002, 2005 C Pass, B Lowes, A Pendleton, L Chadwick, D O’Reilly and M Afferson
References in periodicals archive ?
Dave says the meal deal isn't just a top seller among food to go, with evening meal deals also a hit despite their higher price point.
For [pounds sterling]10, Marks and Spencer's customers can pick up any two pizzas plus a side and dessert, as part of the their latest pizza family meal deal.
Grab a Tesco finest meal deal for [pounds sterling]10 - pick a main, side, dessert and drink (including wine, beer and soft drink options).
* Aquaventure Admission, The Lost Chambers Admission, a Dolphin Adventure (deep water activity) and a Meal Deal
Lauren Innes, Fire & Smoke Brand Manager at Kerry Foods, comments: "Fol lowing the popularity of the Fire & Smoke Chicken Chunks 60g range, we wanted to offer retailers a format which would be suitable as an inclusion in meal deals. The new 50g format helps to offer another way to tap into the growing 'Food to Go' market through a tasty and protein-rich solution.
MEAL DEAL: Ingredients are sourced within a small radius, hence the 25 Mile Menu, which will doubtless feature forest mushrooms and pigeon and, of course, pork.
In what has been described as 'true Wonka golden ticket style', the person who downloads the One Penny Meal Deal Voucher from valid for the one-millionth customer will win one million pennies - or rather pounds 10,000.
Since the Natural Angus Beef Roast that is the heart of the meal deal that I saw was priced at $3.99/lb and averaged about three pounds, shoppers were being asked to spend about $12 to get the beef roast and six items free, all of which have been assembled into the same display so that they could be transferred into a shopping cart in a matter of moments.
As a result the 22-year-old has been branded the 'meal deal queen' and she claims her favourite lunch, consisting of a southern fried chicken wrap, cheese and onion crisps and an orange Lucozade has "changed her life".