ABSTRACT
Sales promotions often complement advertising, and may be planned and executed in parallel with associated advertising and possible public relations campaigns. They are used to encourage customers to trial products and services, and then to purchase them. Sales promotions can be a highly targeted and fl exible form of communications and evaluation of their effectiveness is usually an integral part of the communication through, for instance, coupon redemption, money-off vouchers/coupons, buy one get one free, discounts, trial-sized products, etc.
