Sales Promotion

Sales promotion is an activity to stimulate short demand for a product. Because most brands are under short-term pressure to perform, sales promotion activity is a large part of many brands' integrated marketing plans. There are two types of sales promotion: trade and consumer. Trade promotion is called push marketing. It consists of activities designed to secure the cooperation of the retailer by the manufacturer. Consumer promotion is called pull marketing. It involves activities aimed at the consumer to persuade them to buy or request brand on the spot. Sales promotion has been impacted by digital media and the growing sophistication of database marketing. This chapter explains the various trends which influence the future of sales promotion. Sales promotion is a crucial part of the marketing and media mix. It is an inducement to buy a product based on a time-limited incentive. In summary, sales promotion is more than just a media purchase.