‘Sales promotions’ try to create a temporary increase in sales by offering customers an incentive to buy the product.
Money-based promotions – these are easy to implement and are very common (but therefore don’t generate much excitement). They can give money back to people who would have bought anyway and are expensive:
Product-based promotions are less likely to ‘cheapen’ the product image:
Gift, prize or merchandise-based promotions:
Sales promotions are often used for lower value items. (If they were used for premium or luxury brands they might ‘cheapen’ the brand image in consumers’ eyes.) They tend to work best as part of a bigger communications campaign, where advertising or public relations activity builds the brand image and sales promotions encourage people to try the product or otherwise boost short-term sales.
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