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