Sales promotion

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Sales promotion is one of the seven aspects of the promotional mix. (The other six parts of the promotional mix are advertising,personal sellingdirect marketingpublicity/public relationscorporate image and exhibitions.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contestscouponsfreebiesloss leaderspoint of purchase displays, premiums,prizesproduct samples, and rebates

Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers andwholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are consideredgimmicks by many.

Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.


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