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195Sales Promotion And Publicity8 Sales Promotion And Publicity
SALES PROMOTION DEFINED BY AMERICAN MARKETING ASSOCIATION: those marketing
activities, other than personal selling advertising and publicity; that stimulate consumer purchasing and
dealer effectiveness, such as display, shows and exhibitions, demonstrations and various non-recurrent selling
efforts not in the ordinary routine. Sales promotion, involves short-term incentives to encourage purchase
or sales of a product or service.
It has some characteristics which every marketer must understand to be able to use it effectively. These
characteristics include: INSISTENT PRESENCE: many sales promotion tools have an attention-getting,
sometimes urgent, quality that can break through habits of buyer inertia toward a particular product.
They tell the buyers of a chance that they won’t have again to get something special. This appeals to a
brand spectrum of buyers, although particularly to the economy minded, with the disadvantage that this
type of buyers tend to be less loyal to any particular brand in the long run. (Stanley, 1977; Stanton, 1978)
PRODUCT DEMEANING: some of these tools suggest that the seller is anxious for the sale. If they
are used too frequently or carelessly, they may lead buyers to wonder whether the brand is desirable or
reasonably priced.
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