Introduction To Sales Promotion

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CHAPTER 3
THEORETICAL BACKGROUND
INTRODUCTION TO PROMOTIONAL MIX:
Promotion;
Marketing communication is essential for both sellers and buyers. Sales promotion is a marketing device to stimulate demand for products. Persuasive communication or effective promotion will facilitate the marketers to increase and maintain their market share promotion is a wide term including advertising, sales promotion, personal selling.
Promotion is ‘’the co-ordination of all seller-initiated efforts to set up channels of information and persuasion to facilitate the sale of goods or service or the acceptance on an idea’’. The promotion refers to the activities to push forward or to advance an idea, in such a way as to gain its approval and acceptance.
The promotional …show more content…

• Sales letters
• Circulars
• Booklets & catalogues
• Folders
d) Promotional advertising; its object is to increase the sales. The following are the important types.
• Window display
• Interior display
SALES PROMOTION
Sales promotion consists of a diverse collection of incentive tool, mostly short term, designed to stimulate quicker or greater purchase of particular products or service by consumer or the trade. Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy.
Purpose of sales promotion;
The basic purpose of promotion is to disseminate information to the potential customers. Sellers use incentive-type promotion to attract new customers, to reward loyal customers and to increase the purchase rates of occasional users.
Objectives of sales promotion;
• To attract the new customers
• To inform the public about the new products
• To capture the major share of the market
• To stimulate the demand by popularizing the products
• To create brand image
Sales promotion is effective when;
• A new brand is …show more content…

• We have to communicate a major improvement or attraction in product
• Enlarging the result of advertising
• Increasing the number of retail stores in order to sell out products
Kinds of sales

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