Concept And Meaning Of Sales Promotion

Sales promotion under promotion mix includes those promotional activities, which are not included on the activities like personal selling, advertisement and publicity. Such activities increase sales. 

Sales promotion works as the link between personal selling and advertisement. The short-term techniques like sample distribution, coupon, premium, price reduction, gifting programs, fair, display etc. that are adopted to increase sales are the marketing activities of sales promotion.

Hence, various short term activities to be carried out for the purpose of stimulating target markets or consumers to buy goods or services and convince dealers or middlemen to purchase goods are 'sales promotion'. In wider sense, under sales promotion include the activities such as consumer promotion, dealer promotion and salesperson promotion. Sales promotion supports personal selling and advertisement.


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