Sales promotion has a tactical, rather than strategic role in marketing communications and brand strategy. Researchers Farhangmehr and Brito, reviewed the definitions of sales promotions in marketing texts and journals and identified a set of common characteristics of sales promotion, including: Retailer-sponsored sales promotions are directed at consumers.
All four of these elements combine to make a successful marketing strategy. The four main tools of promotion are advertising, sales promotion, public relation and direct marketing. Advertising Advertising is defined as any form of paid communication or promotion for product, service and idea.
Advertisement is not only used by companies but in many cases by museum, government and charitable organizations. However, the treatment meted out to advertisement defers from an organization to an organization. Mission looks at setting objectives for advertising.
The objectives could be to inform, persuade, remind or reinforce. Objective has to follow the marketing strategy set by the company. Money or budget decision for advertising should look at stage of product life cycle, market share and consumer base, competition, advertising frequency and product substitutability.
Once the message is decided the next step is finalizing the media for delivering the message. The choice of depends on reach of media, frequency of transmission and potential impact on customer. Based on this choice of media types are made from newspaper, television, direct mail, radio, magazine and the internet.
After which timing of broadcast of the message is essential as to grab attention of the target audience. There are two types of research communication effect research and sales effect research.
Sales Promotion Promotion is an incentive tool used to drive up short term sales. Promotion can be launched directed at consumer or trade.
The focus of advertising to create reason for purchase the focus of promotion is to create an incentive to buy. Consumer incentives could be samples, coupons, free trial and demonstration.
Trade incentive could be price off, free goods and allowances. Sales force incentive could be convention, trade shows, competition among sales people.
Sales promotion activity can have many objectives, for example, to grab attention of new customer, reward the existing customer, increase consumption of occasional users.
Sales promotion is usually targeted at the fence sitters and brand switchers. Sales promotional activity for the product is selected looking at the overall marketing objective of the company.Sales promotion examples You will need to use some form of promotion to encourage sales of your product or service.
Sales promotions are often original and .
Types of public relations tools including media relations, social media tools, community relations, events, sponsorships, newsletters and speaking engagements. Sales Promotion Karen Gedenk1, Scott A. Neslin2, and Kusum L.
Ailawadi3 1 University of Cologne, Germany 2 TUCK School of Business at Dartmouth, Hanover, USA 3 TUCK School of Business at Dartmouth, Hanover, USA Introduction Sales promotions are a marketing tool for manufacturers as well as for retailers. Manufacturers use them to .
Sales Promotion Tools are used by most organizations.
They are targeted toward final buyers through consumer promotions, retailers and wholesalers through trade promotions, business customers through business promotions, and members of the sales force through sales force promotions.
Types of Sales Promotions Before we get to the sales promotion examples, let’s take a quick look at some of the different types of sales promotion you can have.
Sales promotions can be an excellent short term tactic for boosting sales revenue. Types of Sales Promotion Tools by Chris Wolski - Updated September 26, Effective sales promotion tools are tailored to presentations at events or trade shows, door-to-door sales, retail sales, direct mail advertising, telemarketing or Internet-based marketing.