Sales Promotion and Media Advertising: comparative analysis of two mark concepts

Essay by wonderboyUniversity, Bachelor'sA-, April 2004

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Table of Contents

1. Introduction

2. Terms Defined: What is Sales Promotion

3. Evolution of Sales Promotion

4. Management of SP

3 - 1. SP in Strategy

3 - 1 - 1. Achieving Customer Loyalty Through SP

3 - 1 - 2. Achieving Competitive Advantage in SP

3 - 2. SP Methods

3 - 3. Case: Success of Job Smiths Company

3 - 4. Budgeting of SP Programs

4. Facts About Advertisement

5. Conclusion

i. References


The aim of this research is to expand the learner's knowledge of the role of Sales Promotion in modern marketing . Primary objective is to point the reasons leading this rising trend and its benefits to the marketer. In the following chapters, SP is defined, different types and methods, strategies and budgeting issues regarding promotional programs have been explained. Major benefits to marketers as well as customers are pointed following with advantages and disadvantages of todays advertisement methods and their related costs, to provide clear understanding of what benefits are available to marketers and what can SP do that ads cannot achieve.

The environments will be limited to stores and supermarkets, since these are almost the only places for conducting consumer oriented promotions.

2. Terms Defined: What is Sales Promotion?

Sales promotion has been defined as a direct inducement that offers an extra value or incentive for the product to the sales force, distributor, or the ultimate consumer with the primary objective of creating an immidiate boost in sales. But this research will focus on consumer oriented sales promotions, which are tangible items, such as an additional product give-away, coupons, or price reductions, which can also be considered tangible since they represent a certain amount of money that has been saved. Consumer oriented sales promotions include couponing, sampling, premiums, bonus-packs ,