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 promotions are used widely in many industries and 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

Links to Cited References:

(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)

  1. Myers, J., 2010 Advertising and Marketing Investment Forecast, JackMyers.com
  2. Bonner, J.L., “Coupon Obsessives Teach How to Get Extreme,” MSNBC, July 7, 2011.
  3. Pogue, D., “Psyched to Buy, in Groups,” New York Times, February 9, 2011.
  4. Siwiki, B., “Stores Link to the Online World,” Internet Retailer, September 1, 2011.
  5. Choi, C., “Stores Like Rebates Because Shoppers Are Lazy,” MSNBC, November 4, 2010.
  6. “Recommerce,” Trendwatching, October 2011.
  7. Starvish, M., “Customer Loyalty Programs That Work,” Harvard Working Knowledge, July 27, 2011.
  8. Horovitz, B., “Free Slurpees Come With a Twist: They May Cost You,” USA Today, July 7, 2011.
  9. “The 2010 Estimate of Promotional Products Distributor Sales,” Promotional Products Association International
  10. Olson, E., “Growth in Virtual Gatherings Offers Marketing Opportunities,” New York Times, December 1, 2010.
  11. Hannover Messe website.
  12. “Trade Fair Certification,” website.
  13. Holmes, E., “Burned by Daily-Deal Craze, Small Businesses Get Savvy,” Wall Street Journal, March 24, 2011.
Chapter 15: Public Relations
Chapter 13: Managing the Advertising Campaign