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Sales promotion. Sales promotions defined Part of a planned integrated marketing communications strategy used mainly in a short term tactical sense but which can contribute to longer term strategic and image building objectives.

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Sales promotions defined

Part of a planned integrated marketing communications strategy used mainly in a short term tactical sense but which can contribute to longer term strategic and image building objectives.

Offers something over and above the normal product offering that acts to stimulate the target audience into behaving in a certain way.



Manufacturers - intermediary sales

promotions objectives

Figure 16.2


Retailer – consumer sales

promotion objectives

Figure 16.3


Manufacturer – consumer sales

promotion objectives

Figure 16.4





Consumer sales promotion methods - gift, prize or merchandise based sales promotions

Figure 16.8


  • Customer loyalty schemes merchandise based sales promotions

  • Frequent flyer schemes.

  • Air miles with purchases.

  • Accumulating points with sales for discounts off future purchases.

  • Trading stamps.

  • Contests and sweepstakes.


The 11 Ps of loyalty marketing merchandise based sales promotions

Table 16.3

Source: Woolf, as quoted by Mitchell (1995).


Contests and sweepstakes issues and decisions merchandise based sales promotions

Table 16.4


  • Consumer sale promotion methods - store based merchandise based sales promotions

  • Point of sale displays (POS) - posters, dispensers, dump bins, flashing signs, videos, message screens.

  • Demonstrations - food product cooking demonstrations, tasters, cosmetic preparations.


  • Sale promotions methods to the retail trade merchandise based sales promotions

  • Allowances and discounts - individual case bonuses, volume allowances, discount over-riders, count and recount, and free merchandise.

  • Selling and marketing assistance - co-operative advertising, merchandising allowances.

  • Sales force support: consumer markets - free training, sales contests, premium money.


Managing sales promotion merchandise based sales promotions

Figure 16.10


Guidelines for good sales promotions practice merchandise based sales promotions

Table 16.5

Source: Reproduced by kind permission of the Institute of Sales Promotion.


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