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Sales Promotion And Publicity
wEAKNESSES AND LIMITATIONS
- Sales promotions are temporary in nature and short-lived
- Sales promotion has to be used with one or more promotional tools
- Sales promotions are frequently non-recurring time, funds and efforts put into them are
usually non-reusable - Too many sales promotions on a branded product may hurt the product’s brand image
because they may suggest to consumer that such product is a less popular brand of the
company or that the company is overstocked or that the product is cheap - Advertising creativity is usually low in sales promotion – advertisers do not put their
best copy.
CONDITIONS THAT CAN CAUSE INEFFECTIVE SALES PROMOTION:
When sales promotion is used on:- established brands with no product improvements
- established brands with a declining market share
- brands where sales promotions are established as a way of doing business
- product classes where intensive competition exists on consumer sales promotions.
FORMS OF SALES PROMOTION
- Point-of-purchase advertising – displays
- Premiums – free give away coupons-redeemable cash off coupons
- Coupons – redeemable cash off coupons
- Sampling – free trail of product or sampling
- Deals – save money on purchases offer
- Contest and sweepstakes – prizes and raffles
- Advertising specialties – calendars, pens
- Cooperative advertising – joint promotion between producers and distributors
- Booklets, brochures and mailing pieces.
OBJECTIVES OF SALES PROMOTION
- Supporting the sales force and its merchandising efforts
- Gaining acceptance and active support for middlemen in marketing the product
- Increasing the sales of the product to consumers.