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Sales promotion uses both media and non-media marketing communications for a predetermined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests , coupons , freebies , loss leaders , point of purchase displays, premiums , prizes , product samples , and rebates .
In marketing, promotion refers to any type of marketing communication used to inform target audiences of the relative merits of a product, service, brand or issue, persuasively. It helps marketers to create a distinctive place in customers' mind, it can be either a cognitive or emotional route.
Free premiums are sales promotions that involve the consumer purchasing a product in order to receive a free gift or reward. An example of this is the ‘buy a coffee and receive a free muffin’ campaign used by some coffee houses. Self-liquidating premiums are when a consumer is expected to pay a designated monetary value for a gift or item.
The evidence is that the consumer, on the other hand, does not view the advertising and promotion in such lofty isolation; instead he or she incorporates it into their existing image - to good or bad effect, depending upon how well the new campaign complements the old.
Traditionally, one of the main roles of advertising and promotion was to increase the likelihood that a brand name was included in the consumer's evoked set. [30] Repeated exposure to brand names through intensive advertising was the primary method for increasing top-of-mind brand awareness .
Rebates have also been seen to have negative effects on the sales of products and services, having the potential to decrease a consumer's perceived quality of a product. From a study in 2009, collected data indicated that there was no increase in a consumer's willingness to pay for a product or service when there was a rebate available. However ...
The last P stands for Promotion which is the process of reaching the target market and convincing them to buy the product. In the 1990s, the concept of four Cs was introduced as a more customer-driven replacement of four P's. [ 147 ]
Pages in category "Promotion and marketing communications" The following 179 pages are in this category, out of 179 total. This list may not reflect recent changes .