What is sales promotion and how is it used in international marketing?
All marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation are sales promotions. They are short-term efforts directed at the consumer and/or retailer with several objectives. The success of promotion may depend on local adaptation. Effective sales promotions can enhance advertising and personal selling efforts and, in some instances, may be effective substitutes when environmental constraints prevent full utilisation of advertising.
Objectives:
- Consumer product trial and/or immediate purchase
- Consumer introduction to the store
- Gaining retail point-of-purchase displays
- Encouraging stores to stock the product
- Supporting and augmenting advertising and personal sales efforts
- Sales promotions activities to attract consumers and promote products
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International Promotion and Advertising
- What is comparative advertising?
- What is local responsiveness?
- What is the Pan-European advertising strategy?
- What are the steps of the communications process and how can cultural differences affect the final message received?
- How can the communications process help an international marketer avoid problems in international advertising?
- What are the reasons for pattern advertising?
- What special media problems confront the international advertiser?
- How can advertisers overcome the problem of low literacy in their markets?
- Can advertising be standardized for all countries?
- What are some of the major challenges confronting an international advertiser?
- How can a company use a satellite TV and deal effectively with languages, different cultures and different legal systems?
- What is the difference between advertising strategy when a company follows a multi domestic strategy rather than a global market strategy?