SALES PROMOTION
Sales promotion is another major component of the promotion mix. The phrase sales promotion has a distinct meaning. It stands for all those activities that supplement, co-ordinate and make more effective the efforts of personal selling and advertising. It collectively comprises of the tools used to promote sales in a given territory and time. It consists of short term incentives designed to achieve a specific marketing goal in the immediate future.
According to the American Marketing Association,” those marketing activities other than personal selling, advertising and publicity that stimulate consumer purchasing and dealer effectiveness such as
display, shows and exhibitions, demonstrations and various non-recurrent selling effort in the ordinary routine.”
ROLE/ADVANTAGES OF SALES PROMOTION
The role or advantages of sales promotion to various parties like manufacturers, middlemen and consumers are given below:
1. Manufacturers and sales promotion:
(i) It helps to retain the existing customers
(ii) It helps to create new customers.
(iii) It promotes sales
(iv) It helps to enhance the goodwill of the firm
(v) It helps to slashes down the cost
(vi) It helps to face the competition.
2. Middlemen and sales promotion:
(i) It reduces the strain of the middlemen to a greater extent.
(ii) It helps to increase the sales of middlemen
(iii) It builds and enhances the goodwill of the shop
(iv) It gives some personal benefits to the middlemen.
3. Consumers and sales promotion:
(i) It helps to improve the standard of living of people by making available goods and services at the least cost.
(ii) It gives knowledge of new products available in the market.
(iii) It gives both cash and non-cash incentives.
(iv) It helps to get more credit facility and special concession because of his brand and store loyalty.
DISADVANTAGES OF SALES PROMOTION.
1. It has the shortest life impact as promotion tool like an advertisement.
2. It is only a supplementary device of personal selling and advertising
3. In most of the cases, too much sales promotion may damage the brand image.
4. Sales promotion techniques are non-recurring in nature.
Sales promotion is another major component of the promotion mix. The phrase sales promotion has a distinct meaning. It stands for all those activities that supplement, co-ordinate and make more effective the efforts of personal selling and advertising. It collectively comprises of the tools used to promote sales in a given territory and time. It consists of short term incentives designed to achieve a specific marketing goal in the immediate future.
According to the American Marketing Association,” those marketing activities other than personal selling, advertising and publicity that stimulate consumer purchasing and dealer effectiveness such as
display, shows and exhibitions, demonstrations and various non-recurrent selling effort in the ordinary routine.”
ROLE/ADVANTAGES OF SALES PROMOTION
The role or advantages of sales promotion to various parties like manufacturers, middlemen and consumers are given below:
1. Manufacturers and sales promotion:
(i) It helps to retain the existing customers
(ii) It helps to create new customers.
(iii) It promotes sales
(iv) It helps to enhance the goodwill of the firm
(v) It helps to slashes down the cost
(vi) It helps to face the competition.
2. Middlemen and sales promotion:
(i) It reduces the strain of the middlemen to a greater extent.
(ii) It helps to increase the sales of middlemen
(iii) It builds and enhances the goodwill of the shop
(iv) It gives some personal benefits to the middlemen.
3. Consumers and sales promotion:
(i) It helps to improve the standard of living of people by making available goods and services at the least cost.
(ii) It gives knowledge of new products available in the market.
(iii) It gives both cash and non-cash incentives.
(iv) It helps to get more credit facility and special concession because of his brand and store loyalty.
DISADVANTAGES OF SALES PROMOTION.
1. It has the shortest life impact as promotion tool like an advertisement.
2. It is only a supplementary device of personal selling and advertising
3. In most of the cases, too much sales promotion may damage the brand image.
4. Sales promotion techniques are non-recurring in nature.
What is Sales Promotion? What are the advantages and disadvantages of Sales Promotion?
Reviewed by enakta13
on
September 21, 2019
Rating: