Sales promotion refers to many kinds of incentives and techniques directed towards consumers and traders with the intention to produce immediate or short-term sales effects. DEFINITION OF SALES PROMOTION “Sales promotion includes incentive-offering and interest-creating activities which are generally short-term…

Writing about sales promotion tools, Prof. Philip Kotler observes – “they have 3 distinctive characteristics.”   Communication: They gain attention and usually provide information that may lead the customer to the product. Incentive: They incorporate some concession, inducement, or contribution…

 There are a number of reasons that are favorable to the growth of sales promotion: 1. Increasing Competition The air of change is gaining momentum after the introduction of economic liberalization. Due to increase in competition, companies are finding it…

Sales promotions have a significant effect on the behaviour of consumers and trades people.  Such promotions can bring in more profits for the manufacturers because they permit price discrimination.

While sales promotion is a powerful and effective method to produce immediate short term positive results, it is not a cure for a bad product or bad advertising.  In fact, a promotion is speed up the killing of a bad…

Sales promotion decisions are significantly affected by whether the company decides to do “pull or push strategies” to accomplish its objectives.  Such a decision may require a little or a lot of cooperation from resellers.  The requirements to implement one…