i t ’s good and
good for you
Chapter Sixteen
Sales Promotion
Copyright © 2012 Pearson Education, Inc.
Chapter 16 - slide 1
Publishing as Prentice Hall
, Sales Promotion
Sales promotion refers to the short-term
incentives to encourage purchases or sales
of a product or service:
– Consumer promotions
– Trade promotions
– Sales force promotions
Copyright © 2012 Pearson Education, Inc.
16 - 2
Publishing as Prentice Hall
, Sales Promotion
Rapid Growth of Sales Promotions
• Product managers are under pressure to
increase current sales
• Companies face more competition
• Competing brands are less differentiation,
hence you need to differentiate your offer
• Advertising efficiency has declined due to
rising costs, clutter, and legal constraints
• Consumers have become more deal-oriented
Copyright © 2012 Pearson Education, Inc.
16 - 3
Publishing as Prentice Hall
good for you
Chapter Sixteen
Sales Promotion
Copyright © 2012 Pearson Education, Inc.
Chapter 16 - slide 1
Publishing as Prentice Hall
, Sales Promotion
Sales promotion refers to the short-term
incentives to encourage purchases or sales
of a product or service:
– Consumer promotions
– Trade promotions
– Sales force promotions
Copyright © 2012 Pearson Education, Inc.
16 - 2
Publishing as Prentice Hall
, Sales Promotion
Rapid Growth of Sales Promotions
• Product managers are under pressure to
increase current sales
• Companies face more competition
• Competing brands are less differentiation,
hence you need to differentiate your offer
• Advertising efficiency has declined due to
rising costs, clutter, and legal constraints
• Consumers have become more deal-oriented
Copyright © 2012 Pearson Education, Inc.
16 - 3
Publishing as Prentice Hall
