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 ?
Also receiving first place was the Circulation Department's retention program, its sales promotion and its digital product promotion.
of Employees 60 35 MEDIA USAGE Advertising 45% 0% 0% Public Relations 10% 0% 0% Sales Promotion 5% 0% 0% Direct Marketing 5% 0% 0% Internet/Electronic 30% 0% 0% Mktg Other 5% 0% 0% Professional Products Agency Income S315 No.
JCB and JCBI plan to continue integrated sales promotions and leverage JCB cardmember base and merchant networks in Japan and Korea with JCB's unique position as an issuer and acquirer in the Japanese market and as an international brand, not only to benefit JCB business partners, but also to contribute to active economic interaction between the two countries.
To promote the Sigiriya and surrounding area as a tourist destination there is a need for better website together with some tools like customer relationship management, sales promotion and Word of mount communication etc.
She said the application for a permit to conduct sales promotion campaign from either DTI or the Department of Health for food, drugs, cosmetics and hazardous substances is essential to protect the welfare of the consumers against misleading and fraudulent advertisement.
"The overall market was slow and had to be supported by higher sales promotion expenses," it added.
Typically, promotion-mix of the firm consists of using sales promotion, running direct marketing promotion campaigns, advertising using mass media, using sales force to promote product using personal selling technique like public relations and one-to-one marketing to communicate company's promotional message to achieve firm's sales objectives (Shukla, 2018; Bezawada, and Pauwels, 2013).
BHC had its franchisees pay 2 billion won for sales promotions during the October to December 2016 period, but the company posted the related information on the website for its franchisees during May of last year a two months later than the deadline.
Sales promotion [15] (this study proposes that the responses of more and less deal-prone consumers to price discounts and premiums depend on the promotional benefit level; low deal-prone consumers are concerned with obtaining price discounts), including things like contests and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts, is another way to advertise.
Sales promotion is the key segment of marketing strategies for buyers' products and services all around the world (Dastidar, 2017).
Centara Hotels & Resorts, Thailand's leading hotel operator, recently appointed Aviareps to conduct the hospitality brand's sales promotion activities within the Arabian Gulf countries of Bahrain, Kuwait, Oman, Saudi Arabia and the United Arab Emirates.
However, marketers often encounter a dilemma of choosing just only one single tool which is appropriate to the target audience at one time or using a lot of communication tools such as advertising, sales promotion, direct marketing, interactive marketing, personal selling, etc.