Page 165 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Gopika Juneja, Lovely Professional University Unit 9: Sales Promotion

Unit 9: Sales Promotion Notes

CONTENTS
Objectives
Introduction

9.1 Types of Sales Promotions
9.1.1 Consumer Promotions
9.1.2 Trade Promotions

9.2 Internet Promotions
9.3 Budget Allocation
9.4 Sales Promotion Planning Guidelines
9.5 Summary
9.6 Keywords

9.7 Self Assessment
9.8 Review Questions
9.9 Further Readings

Objectives

After studying this unit, you will be able to:
Discuss types of sales promotions
List the types of Internet promotions
Know how budget is allocated for sales promotion
Realise how sales promotion program is designed

Introduction

Sales promotions are announced both, by manufacturers and retailers. Manufacturer announced
promotions might be directed at consumers, resellers, or both. Manufacturers may also announce
sales promotion for its sales force. Sales promotions may also originate from retailers aimed at
consumers. The retailer-originated promotions' main objective is to increase store traffic rather
than sell any specific brand. Manufacturer announced consumer promotions constitute "pull"
strategy and retailer promotions are based on "push" strategy. Sales promotions are more effective
when combined with advertising and "pull-push" strategies are used at the same time.

9.1 Types of Sales Promotions

9.1.1 Consumer Promotions

Sales promotions directed at end-users are called consumer sales promotions. Usually, consumer
promotions are either "same for less" or "more for the same" type and may get translated into a

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