Marketing Communications

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Marketing Communications

200

Sales Promotion And Publicity

STRENGTHS OF SALES PROMOTION

1. Sales promotion stimulates positive attitudes from middlemen towards the product


2. Sales promotions provide additional inducements for customers purchase action


3. Sales promotion is flexible; it can be used at any stage of a new product.

CONDITIONS FOR EFFECTIVE USE OF SALES PROMOTION

1. When a new brand is being introduced


2. When a major product improvement in an established brand is being communicated to
   the market


3. When the brand that is being promoted is already enjoying an improving competitive trend


4. When the company is trying to increase store distribution and sales promotion is used to
   help to sell to middlemen.


5. When a branded product is being advertised and sales promotion is used to amplify the
   results of the advertising.