The word (Promotion) is derived from the latin word

(Promovere), which means ‘to move forward’ or ‘to

push forward.’ Sales Promotion is the combination of
two words. Sales promotion methods aim to capture
the market and increase the sale volume.
Sales Promotion is referred to the promotional
activities other than Personal Selling, Advertising and
Publicity which stimulate consumerpurchasing and
dealer effectiveness.
1. Bridge between advertising and personal selling
Sales promotion consists of those activities other than personal selling, advertising and
publicity. It serves as a bridge between personal selling and advertising.

2. Introduction of new products

Sales promotional devices help introduce new products in the market. They induce buyers
to purchase a new product. Free samples are distributed or money or merchandise
allowance is offered to the dealers to stock and sell the new product.

3. Attracting new customers

Sales promotion aims at wooing new customers. Sales promotional devices at consumers
level include Coupons, product samples, giving demonstration about the product,
organizing contests, refund offers, offering free trials etc. These stimulate customers to
make purchase promptly on the spot.
4. Inducing present customers to buy
Sales promotion induces present customers to buy more of the product. Sales
promotion methods work faster than advertisement. Moreover, sales promotion
materials make the salesman’s effort more productive. It enables the consumer to
know more about the product, its ingredients and uses.

5. Increasing sales during off season

Some products are seasonal in nature. After the season is over, they are not demanded
any more. Sales promotion is used to retain customer’s interest in the product during
off-season. Short term incentives offered to the buyers stimulate sales.
6. Encouraging business buyers
Wholesalers and retailers purchase goods for resale. Promotional activities are
undertaken to attract retailers and wholesalers to stock the products more. Display and
advertising allowances are granted to dealers to compensate them for the space given
for the display of manufactured products. Premiums are offered for purchasing above a
particular level.

7. Improving the public image of the firm

Huge amounts are now being spent on determining appeals for arresting the attention
of the prospects towards the product. Consumer’s dissatisfaction about a particular
brand can be removed by aggressive sales promotion programmes. Sales promotional
devices make products popular among customers. Ultimately, they enhance the public
image of the firm.
• Sales promotion increases the sale of the product.

• These are short term activities.

• It doesn’t includes advertisement, Promotional Selling

and Publicity.
• Faster product acceptance.
• Difference between producers and consumers.
• Intense competition.
• Increased standard of living.
• Truffic building.
Consumer Sales Promotion:
Sampling- Coupons- Demonstrations- Contest- Money refund-
Premiums- After sales service.

Dealer Sales Promotion:

Display Allowance- Buying Allowance- Buy-back Allowance- Free Ad
Material- Sales Contests.

Sales Force Sales Promotion:

Bonus- Contests- Meetings- Conferences- Free Tours- Festival Gifts.
Personal selling is when a salesperson meets a potential
buyer or buyers face-to-face with the aim of selling a
product or service.

Personal selling is a personalised sales method that

employs person-to-person interaction between a sales
representative and prospective customers to influence
the customer’s purchase decision.
Projecting Presentation
Pre-
& Approach &
approach Demonstration
Qualifying

Follow-up
Overcoming
Objections
Closing &
Maintenance
Personal Interaction : (between seller and prospective buyer)

Effective Communication : (sharing ideas and information)

Result within short time : (Sales take place in short time)

Satisfaction : (due to effective communication)

Object and Target Oriented : (Specific Product, information, customers)

Negotiability : (can negotiate in terms product features, prices)

Adjustability : (place, timing etc.)

Loyalty: (faithful and reliable relationship developed with effective communication)

• Increase Sales
• Increase Brand awareness
• Gaining repeat business
• Generate Employment
• Satisfy customer needs
 Differences

BASIS ADVERTISING PERSONAL SELLING

Impersonal form of Personal form of

Form communication communication

Less costly More costly

Cost method method
 Conveys uniform Message can
Message message message to all vary according
customers to the customers

It lacks It is completely
Flexibility flexibility flexible

TV, radio,
Through
Media newspaper and
salesman
magazines
 The message Reach The message can be
can be carried to conveyed to a single
Message numerous people at person or a group of
the same time persons at a time

It takes little time in

It takes more time in
conveying any
Time information to the
conveying information
to the the customers
customers
 It provides direct and
It lacks direct feedback
Feedback from the customer
immediate feedback
from the customer

It immediately affects
To create and maintain
Role interest in the product
the decision to
purchase
A technique of drawing public attention to
products or services, mainly through paid
announcements, is called Advertising.
Promotion of product or services, with an
aim to induce the intended audience to buy.

More control of the campaign: what the

message is, where it airs, for how long.
Its obvious purpose is that of convincing.

Relies on ideas and creative associations.

Repetition and a constant presence on the

market are key.
Public Relations is a practice of strategic
communication that aims at building
mutually beneficial relationship between
the company and the public.
Maintaining a positive image of the company in
the media.

Less control over the campaign: editors can make

or break the campaign.

Its purpose is that of creatinga relationship with

theconsumers and making thebrand seem
credible.
Relies on a network of connections and on
creating news worthy content.

Consumer loyalty and brand consumer

appreciation are vital.
 Promotion
Image Building
Persuasion
Use of different Mediums
Target Audience
 Advertising Public Relations

Paid for Medium/Space Earned Medium

Sales of Goods & Service Relations Building

Less Credibility More Credible

Control Over Message Limited Control
Placement of Content is Fixed Placement not fixed
Mostly One way Two way process
Basis of Differences Adventisement Sales Promotion
The technique of Sales
It is a Paid form of non
- ProMotion Serive as a
personal communication
Meaning of goods and Services or
bridge between the
Product and its
ideas
consumers

It aims at creating
It aims at Increasing
Objective favourable image of the
current sales.
product and firm.
 It is a Short team It is a Short team
Time technique technique

It is temporary
It is regular and
Nature repetitive
non repetitive

Control It is Less control It is More Control

 It Comprises free
It comprises Print
Sample, Coupons,
Scope Media, radio, television,
Premium offer,
Cinema, Outdoor ete.
exchange offer etc.

external It needs an external It may not require

Agency agency external agency