Advertisement & Sales Promotion

Sales promotion helps make personal selling and advertising more effective. Sales promotions are marketing events or sales efforts—not including traditional advertising, personal selling, and public relations—that stimulate buying. Sales promotion can be developed as part of the social media or e-commerce effort just as advertising, Sales promotion is usually targeted toward either of two distinctly different markets. Consumer sales promotion is targeted to the ultimate consumer market. Trade sales promotion is directed to members of the marketing channel, such as wholesalers and retailers.

The goal of many promotion tactics is immediate purchase. Therefore, it makes sense when planning a sales-promotion campaign to target customers according to their general behaviour. For instance, is the consumer loyal to the marketer’s product or to the competitor’s? Does the consumer switch brands readily in favour of the best deal? Does the consumer buy only the least expensive product, no matter what? Does the consumer buy any products in your category at all?