Marketing Communications

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Marketing Communications
Sales Promotion And Publicity

FACTORS CONTRIBUTING TO RAPID GROwTH OF SALES PROMOTION

Certain factors have contributed to the rapid growth of sales promotion, particularly in consumer markets.
These can be divided into two segments:-

•    Internal factors – operating within the firm

•    External factors – existing in the marketing environment.

Internal factors include the following:-

1. Promotion has become more acceptable to top management as an effective means to
   stimulate sales


2. More product managers are qualified to use sales promotion tools


3. Product managers are under greater pressure to obtain quick sales response

External factors include the following:-

1. The number of brands has increased.


2. Competitors have become more promotion-minded


3. Inflation and recession have made consumers more deal-oriented.


4. Trade pressure for more manufacturers’ deals has grown


5. There is a belief that advertising efficiency has declined due to costs media cluster, and
   government control.

INFLUENCE OF SALES PROMOTION ON RELATIONSHIPS wITH CONSUMERS

Overall sales promotion techniques make three contributions to exchange relationships between the
market and consumers.

•    Communication: they give attention and usually provide information that will lead to

trying the product.

•    Incentive: they incorporate some concession, inducement, or contribution that is designed

to represent value to the receiver.

•    Invitation: they include a distinct invitation to engage in the transaction immediately.