Sales promotion is an inducement or incentive to the sales force, distributors, or ultimate
customer with the primary objective of creating immediate sales. There are three important
aspects of sales promotion:
An extra incentive to buy, such as coupons, rebates, and premiums provide extra reason to
Acceleration tools to speed up sales and shorten the purchase cycle
Targeting different consumers or businesses
Sales Promotion Vehicles
Sales promotion can be broken into two major categories, consumer-oriented and trade-
oriented. This slide shows the types of activities related to each.
Consumer-oriented promotion includes such things as samples, coupons, premiums,
contests, sweepstakes, refunds and rebates, bonus packs, price-off deals, frequency
programs, and event marketing.
Trade-oriented promotion includes such things as contests and dealer incentives, trade
allowances, point-of-purchase displays, training programs, trade shows, and cooperative
Consumer-oriented promotions are generally used as part of a
push channel strategy
while trade-oriented promotions are part of
a pull strategy
Media Delivers a Promotion Message
This slide shows a print ad for the Chevy Avalanche truck that promotes the "Outdoor
Adventure Sweepstakes." A significant amount of the money that marketers allocate to
media advertising is spent on ads that promote contests, games, sweepstakes, rebates, and
other promotional offers.
Sales Promotion Increases