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Page 4 of 20 Types of Sales PromotionSales promotion can be classified based on the primary target audience to whom the promotion is directed. These include: - Consumer Market Directed - Possibly the most well-known methods of sales promotion are those intended to appeal to the final consumer. Consumers are exposed to sales promotions nearly everyday, and as discussed later, many buyers are conditioned to look for sales promotions prior to making purchase decisions.
- Trade Market Directed – Marketers use sales promotions to target all customers including partners within their channel of distribution. Trade promotions are initially used to entice channel members to carry a marketer’s products and, once products are stocked, marketers utilize promotions to strengthen the channel relationship.
- Business-to-Business Market Directed – A small, but important, sub-set of sales promotions are targeted to the business-to-business market. While these promotions may not carry the glamour associated with consumer or trade promotions, B-to-B promotions are used in many industries.
In the next few sections we discuss each category in more detail.
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Promotion & Advertising Category |
Find out more about sales promotions and couponing, and other promotions such as product placement and sponsorships in our Advertising & Promotion category.
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