08-17-2017, 12:07 AM
INTRODUCTION
sales promotion is one of the most important and bewildering promotional tools of modern marketing management
It is bewildering because of its typically tagged effects and also the difficulty of isolating its effect from other elements in the marketing mix.
it could be referred to as a catch all for those short term marketing activities which act as an incentive to stimulate quick buyers action such as coupons, sweep take, context, premium, free samples, trading stamp Sales promotion is a sub-section of the total promotional and communication mix. The term promotion in its broadest sense means to move forward.
In the business field; it is referred to as the communication activities of advertising, personal selling, publicity and sales promotion. The blend of these promotional activities is referred to as the promotion mix
or tools.
The components of the product communication include the brand name, product design, package colour, product size and shape, trademark, label, task, and so on.
BACKGROUND TO THE STUDY
a diverse collection of short term incentive tools are involved in the sales promotion. The promotional or communication mix that is used in the case of a product has its own impact on the product performamce. a high tendency of succeeding is assigned to the products that are promoted through the sales stimulating device of sales promotion.
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