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 ?
The special offer which is for a limited time allows tickets be booked for between September 13th and 27thSeptember 2018, while travel must take place between September 13th to 31st March 2019.
An official from Nissan in Oman said, "We continue to provide our valuable customers with special offers so that they can own a car they desire.
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Whichever you choose, we are sure that you will be impressed." "Oman Air's National Day special offer is sure to be immensely popular and, so that customers can be sure of making the most of it.
Due to present global economic recession, Kirtilals could bargain a better price for its diamond buying and volunteers to pass the benefits to our valuable customers through this special offer.
Travel Business Review-March 9, 2012--ResortQuest by Wyndham Announces Special Offer for Breckenridge Spring Fever Festival(C)2012] ENPublishing -
Valid until the end of April, this special offer applies to customers who pay using RAKBANK's Debit, Credit or Prepaid Card.
BEARSTONE STUD in Shropshire has announced the fees for its three stallions for the 2012 breeding season, as well as a special offer to mare owners.
The special offer is valid from November 12 to December 20 and the extra night will attract taxes and charges.
Tesco pounds 2.55 down to pounds 2, Asda pounds 2.67 down to pounds 2, Ocado pounds 2 The high price at Tesco and Asda means they can make a "special offer".

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