DEFINITION on SALES PROMOTION? -
October 11th, 2010
“Sales promotion includes incentive-offering and interest-creating activities which are generally short-term marketing events other than advertising, personal selling, publicity and direct marketing.
The purpose of sales promotion is to stimulate, motivate and influence the purchase and other desired behavioral responses of the firm’s customers.”
Becoming too common
Today we find companies in almost all sectors offering some sort of a promotion scheme. These sectors range from automobiles to beverages, from financial services to foods, from household durables to services, from household products to business products, from personal care to textiles and apparel.
Writing about sales promotion tools, Prof. Philip Kotler observes – “they have 3 distinctive characteristics.”
1. Communication: they gain attention and usually provide information that may lead the customer to the product.
2. Incentive: they incorporate some concession, inducement, or contribution that gives value to the consumer.
3. Invitation: they include a distinct invitation to engage in the transaction now (offer valid till …or till stocks last)
Major users of sales promotions are marketers of soaps, detergents, toiletries, soft drinks, toothpastes, tea, coffee, footware, textiles, readymade garments, consumer durable goods, music systems, autos, televisions, washing machines, microwave ovens, refrigerators, magazines and many other household items.
In fact the list of product categories using sales promotion is ever-increasing, no matter what the product category, it could be staples, impulse goods, emergency goods shopping goods, speciality goods, unsought goods, industrial products, or different types of services.
Sales promotion is now established as an important and increasingly respectable element of the marketing communication tools. Sales promotion expenditures are increasing dramatically, and economic recession is most likely to fuel this trend further.
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