Chapter 14: Sales Promotion

Chapter Summary:

In this chapter, we continue our discussion of promotion decisions by looking at a second promotional mix item: sales promotion. Sales promotion is used widely in many industries, especially by marketers selling to consumers. We show that the objectives of sales promotion are quite different than advertising and are specifically designed to encourage customer response. Coverage includes a detailed look at promotions aimed at consumers, channel partners, and business-to-business markets. Finally, we will look at the trends shaping the sales promotion field.

Key Issues:

  • What is Sales Promotion?
  • Objectives of Sales Promotion
  • Classification of Sales Promotion
  • Consumer Sales Promotions
  • Trade Sales Promotions
  • Business-to-Business Sales Promotions
  • Trends in Sales Promotion

Cited References:

  1. For more information on the coupon industry including data and analytics information see: NCH.
  2. “The 2019 Sales Volume Study.” Promotional Products Association International.
  3. Sales promotions with person-to-person interaction were mostly halted during the pandemic. For its impact on trade shows see: William Boston and Eric Sylvers. “Trade Shows Limp Back to Life After Lockdowns.” The Wall Street Journal, September 9, 2020.