This document discusses personal selling and sales promotion. It covers the rapid growth of sales promotion, objectives of sales promotion, major sales promotion tools including consumer promotions, trade promotions, and business promotions. It also discusses developing sales promotion programs and evaluating them. The key points are that sales promotion is growing and used by most organizations, there are various tools under different categories, and marketers must set objectives, select the right tools, and evaluate programs for them to be effective.

1. Personal Selling & Sales Promotion
Rapid Growth of Sales Promotion
Sales Promotion Objectives
Major Sales Promotion Tools
Developing States Promotion

2. Rapid Growth of Sales Promotion
Sales Promotion tools are used by most organizations, distributors,
retailer and not-for-profit institution. Several factors have
contributed to the rapid growth on sales promotion, particularly in
consumer markets.
Externally the company faces more competition and
competing brands are less differentiated.
The competitors usually use it to help
differentiate their offers.
The growing use of sales promotion has resulted in
promotion clutter, similar to advertising clutter.
To develop this a company must first set sales promotion
objectives and then select the best tools for accomplishing
the objectives.

3. Sales Promotion Objectives
It says that rather
Sales Promotions are
than creating only
usually used together
short term sales or
Sales Promotion with advertising,
temporary brand
tools are used by personal selling,
switching, sales
most organizations, direct marketing, or
promotion should
distributors, retailer other promotion mix
help to reinforce the
and not-for-profit tools. It must usually
product’s position
institution. be advertised and
and build long term
add excitement and
customer
pulling power to ads.
relationship.

5. Major Sales Promotion Tools
Many tools can be used to accomplish
sales promotion objectives. Descriptions of the
main consumer, trade and business promotion.
1. Consumer Promotions
 Sales Promotion tools used to
boost short-term customer
buying and involvement or to
enhance long-term customer
relationship.
Under Consumer Promotions
 Samples are offers of a trial
amount of new product. It is the
most effective but the most
expensive way to introduce a
new product to create.

6. Major Sales Promotion Tools
 Coupons are certificates that give
buyers a saving when they purchase
specified products. It can promote early
trial of new brand or stimulate sales of a
mature brand.
 Cash Refunds are like coupons except
that the price reduction occurs after the
purchase rather than at the retail outlet.
 Price Packs offer consumers savings off
the regular price of a product.
 Premiums are goods offered either free
or at low cost as an incentive to buy a
product, ranging from toys included with kids
product to phone cards and DVD’s.

7. Major Sales Promotion Tools
Finally Marketers can
Advertising Contests, promote their brands
Specialties are sweepstakes through Event Marketing
useful articles and games which means creating a
imprinted with an gives the brand-marketing event or
advertiser’s name, consumers the serving as a sole or
logo, or message chance to win participating sponsor of
that are given as such as cash, events created by others.
gifts to consumers. trips, etc.
Point of Purchase
promotions include displays
and demonstrations that take
place at the point of sale.

8. Major Sales Promotion Tools
2. Trade Promotions
 Sales Promotion tools used to persuade resellers to carry a brand, give it
shelf space, promote it in advertising, and push it to consumer.
 Manufacturer offer a straight discount off the list price on each cased
purchased an allowance in return for the retailers agreement to feature its
products.
3. Business Promotions
 Sales Promotion tools used to generate business leads, stimulate
purchases, reward customers, and motivate sales people.
 Companies usually organized conventions and trade shows. In that way
the vendors will be able to meet new customers, educate and introduce
new products.
 Sales Contest for sale people or dealers to motivate them to increase
their sales performance on a given period.

9. Developing the Sales Promotion Program
 Sales Promotion tools are used by most organizations,
distributors, retailer and not-for-profit institution.
 Marketers decides how to promote and distribute the
promotion program itself.
 Evaluation is also important to a company because many of
them fail to evaluate their sales promotion programs, and
others just evaluate themselves superficially.
 It clearly says that sales promotion plays an important role
in the total promotion mix, to use it well the marketer must
define the sales promotion objectives, select the best tools,
design, implement and evaluate.