Definitions, Characteristics and Methods Article shared by: Sales promotion implies a wide variety of promotional activities.
The exclusive labeling of SP as short-term techniques, though pedagogically useful, start to appear rather restricted in their scope. The strategy versus tactical goals potentially associated with SP tools is rooted not only in the marketing concept, but also in the IMC framework.
While the strategy framework vantage point emerges, three of its axioms are applied to ground the strategic nature of SP or at least some of their tools.
Strategic versus Tactical Goals During the s, the traditional dichotomy splitting the marketing discipline into operational and strategic marketing ceased to achieve theoretical and managerial support.
Explicitly, the goal was that the marketing mix should be thought, planned, and managed strategically.
The process of affirmation of this theoretical movement very likely gained robustness thanks to the intensity of the branding research stream that occurred throughout the s.
The concept of brand equity makes most sense if a strategic framework is adopted Raju, Although it may be rooted in the previous discussions involving compatibility of advertising and SP, the Integrated Marketing Communication IMC concept took root in the late s reinforcing the strategic orientation in the communication mix.
What are seen to matter are the outcomes revenue, profitability and sustainability. Only when the synergy effect among several communication tools is taken into account can the media budget allocation be optimized Leone and Srinivasan, First, the diversity and quantity of SP instruments make it feasible.
Second, the scope and the loose borderline among such an amalgam of tools, which includes, for example, merchandising, POP, demonstrations and features, displays, make it very flexible.Types of Sales of Promotion Essentially, sales promotions are categorized into three depending on the initiator and the target of the promotion.
These include: Consumer promotions Consumer promotion are those efforts aimed at influencing the trial consumer (Bamiduro, ). the nature and practice of sales promotion Posted on Oct 2 title page the nature and practice of sales promotion in nigeria by iheukwumere obi chinonyerem pg/mba/00/ submitted in partial fulfilment of the requirements for.
Nature Of Sales Promotion.
SALES PROMOTION INTRODUCTION: The word Promotion, originates from the Latin word ‘Promovere’. The meaning is “to move forward” or “to push forward”.
The aim of production is sales. Sales and promotion are two different words and sales promotion is the combination of these two words. Strategic Versus Tactical Nature of Sales Promotions PEDRO QUELHAS BRITO* & KATHY HAMMOND** *Universidade do Porto – Faculdade de Economia, .
Sales promotion is the short term process to increase the sales volume for a defined product, in a defined territory for a defined period of time. Nature Of Sales Promotion. SALES PROMOTION INTRODUCTION: The word Promotion, originates from the Latin word ‘Promovere’.
The meaning is “to move forward” or “to push forward”. The aim of production is sales. Sales and promotion are two different words and sales promotion is the combination of these two words.