Sales Promotion

On a costs versus results basis, marketers usually get more immediate bang for their buck with sales promotion than with any other marketing activity.

Most product categories and successful brands are already mature, hence most products’ sales increases must come mainly from stealing market share from competitors’ brands, rather than from increasing the size of the category. Also, for many categories composed of parity brands, it is difficult to create advertising that differentiates one product from another.

In a slow growth economy, consumers are often more price and promotion sensitive. For marketers under pressure to get fast, measurable results, SALES PROMOTION IS A MUST.