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Sales Promotion And Publicity
ESTABLISHING THE SALES PROMOTION OBJECTIVES
Sales promotion objectives are derived from basic marketing communication objectives, which in turn,
are derived from more basic marketing objectives developed for the product. Within this context, the
specific objectives set for sales promotion will vary with the type of target market. For consumers,
objectives include encouraging more usage and purchase of large-size units by users, building trial
among non-users, and attracting trial by other brand users. For retailers, objectives include inducing
retailer stocking of new items or larger volume, encouraging off season buying, encouraging stocking
of related items, offsetting competitive promotions, building brand loyalty of retailer, and gaining entry
into new retail outlets. For the sales force, objectives include encouraging support of a new product or
model, encouraging more prospecting and stimulating sales in off-season.
SELECTING THE SALES PROMOTION TOOLS
Various sales promotion tools are available to accomplish promotion objectives. The selection decision
must take into account the type of market, sales promotion, objectives, competitive conditions, and
cost-effectiveness of each tool. Promotion tools include:
- Samples, coupons, price packs, premiums, and trading stamps
- Point-of-purchase displays and demonstration.
- Trade promotion.
- Business conventions and trade shows.
- Contests, sweepstakes and games.
DEVELOPING THE SALES PROMOTION PROGRAMME
A sales promotion programme involves more than selecting one or more promotions. The marketer must
make some additional decisions to define the full promotion programme. The main decisions include:
• Size of incentive
• Conditions for participation
• Distribution vehicle of promotion
• Duration of promotion
• Timing of promotion
• Overall budget for promotionPRE-TESTING THE SALES PROMOTION PROGRAMME
Sales promotion pre-tests should be conducted whenever possible to determine if the tools are appropriate,
the size of the incentive is optimal, and the method of presentation is effective.
IMPLEMENTING AND CONTROLLING THE SALES PROMOTION PROGRAMME
Effective control of sales promotions requires that specific goals and implementation plans for individual
promotions be established. Programme implementation must cover two critical time factors, lead time
and sell-off time.