Sales Promotion Techniques - Research Paper Example

“Sales promotion refers to those marketing activities other than personal selling, advertisement and publicity, which stimulate consumer purchasing and dealer effectiveness, such as displays, shows and expositions, demonstrations and various non-recurrent selling efforts not in the ordinary routine. Its purpose is to increase the desire of salesman, distributors and dealers to sell a certain brand and to make consumers more eager to buy that brand” (Sales Promotion Methods & Ideas, 2009) Even good quality products may fail in the market in the absence of good sales promotion activities.

On the other hand even cheaper quality products may excel in the market with the help of quality sales promotion activities. The present market is filled with thousands of products manufactured by different business groups from different countries. It is difficult for the customers to decide which product is better or which one is worth for the money they spent. Only through effective promotion activities an entrepreneur can convey the characteristics and worth of his product to the consumers.

Various techniques must be developed and used in the market through sales promotion activities in order to convince the consumers. Sales promotion is important for introducing a new product into the market and also to sustain the movement of the existing products in the market. The major sales promotion techniques are Discounts and deals, Increasing Industry Visibility, Price-based consumer sales promotion, Attention-getting consumer sales promotion etc Discount deals are one of the prominent sales promotion strategies which are adopted by most of the manufacturers and service providers.

It is not possible for a manufacturer to sustain the sales of a product in a constant manner because of the increased competition from the market. Thus same product may experience fluctuations in its sales during different seasons of an year. In order to sustain the