MBA Markeing Communications - Essay Example

hand even cheaper products sometimes move rapidly in the market because of the strong marketing communication between the manufacturer and the consumers. Marketing people have many weapons like advertising, branding, direct marketing, graphic designs, packaging, sponsorship, public relations, sales promotion online marketing etc in their armoury to communicate effectively with the market. This paper briefly analyzes Sales Promotion as an integrated marketing communication strategy. Sales promotion is an activity intended for increasing the sale of a product undertaken by organization.

It can be of different types based on the market and the product specialties. It is difficult to pin point all the sales promotion activities because of the high volume of creative and innovative sales promotions are entering in the market daily. Manufacturers spend millions of dollars in researching for new methods in sales promotion since they know very well that the traditional sales promotions may not attract the customers much. ‘Buy-One-Get-One-Free (BOGOF), Customer Relationship Management (CRM), New media, Merchandising, Free gifts, Discounted prices, Joint promotions, Free samples, Vouchers and coupons, Competitions and prize draws, etc are some of the common sales promotion methods’ (Sales Promotion, 2009).

“Buy-One-Get-One-Free” is a common sales promotion campaign undertaken by marketing people. The consumers will be offered another one when they purchase one, free of cost in this type of sales promotion strategy. In customer relationship management, the consumers will get bonus points for every product they purchased or service they used which can be later converted in purchasing another product or service later. For example, most of the airliners offer the passengers bonus points for the air miles they travelled in their aircrafts which can be later converted to another free trip.

Free gifts are another method for attracting customers. When we purchase a car,