Importance Of Sales Promotion
Sales promotions are action-focused marketing events whose purpose is to have a direct impact on the behavior of the firm’s customers. There are three major types of sales promotions: consumer promotions, retailer promotions, and trade promotions. Throughout the world, sales promotions offered to consumers are an integral part of the marketing mix for many consumer products. Increasing importance of sales promotions as a percentage of the total advertising and promotional budget and increasing at a rate of 12 percent per year over the last 10 years, studies that strive to understand the impact of sales promotions on consumers are very important. An advertising strategy is a campaign developed to communicate ideas about products and services to potential consumers in the hopes of convincing them to buy those products and services. This strategy, when built in a rational and intelligent manner, will reflect other business considerations and objectives as well. Advertising strategies focus on achieving three general goals 1) promote awareness of a business and its product or services; 2) stimulate sales directly and "attract competitors ' customers"; and 3) establish or modify a business ' image.
Advertising and Sales Promotion
In advertising sales promotion - it is apparent that companies communicate with their customers in a number of ways. It is important that we distinguish between the two main varieties of communication.
• Impersonal communication – e.g. point of sale,
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