sales promotion

Also found in: Dictionary, Thesaurus, Medical, Legal, Encyclopedia, Wikipedia.

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 ?
In this instance the most effective tools used by marketers are sales promotions.
For example, a manufacturer may distribute a coupon for a product, and a retailer selling the product may independently choose to offer an additional sales promotion at the same time, such as a price discount.
18 February 2016 - US-based marketing and sales promotion agency Gamma Communications, Inc.
In fine, the Court agrees with the CA that it is the IAC-Tobacco and not the DOH which has the primary jurisdiction to regulate sales promotion activities.
Aiming to reduce the aforementioned gap in the literature, this study proposes to examine the moderating effect of sales promotion type (monetary vs.
In e-commerce, because sales promotion is an important external stimulus to trigger impulse buying, e-marketers frequently implement promotional tactics to promote up- and cross-selling through featured products, price discounts, bonus packs, and other promotional offers (Dawson & Kim, 2009).
Role of Product category in Impulse Purchase and sales Promotion
The Ducab Dragons sales promotion took place recently at the InterContinental, Festival City Dubai, and was attended by almost 300 guests from across the UAE.
The 2013 sales promotion, termed the 'Return of the Ducab Dragons', will see winning channel partners awarded with an all expenses paid five night stay in Hong Kong, including local sightseeing, a visit to HK Disneyland and team building activities in June.
He joined PIA in 1993 as sales promotion officer in marketing department.