Sales Promotion in the Promotional Marketing Mix

An error occurred trying to load this video.

Try refreshing the page, or contact customer support.

Coming up next: Consumer Sales Promotion: Definition and Purpose

You're on a roll. Keep up the good work!

Take Quiz Watch Next Lesson
 Replay
Your next lesson will play in 10 seconds
  • 0:05 Sales Promotion
  • 1:35 Characteristics of…
  • 3:02 Lesson Summary
Add to Add to Add to

Want to watch this again later?

Log in or sign up to add this lesson to a Custom Course.

Login or Sign up

Timeline
Autoplay
Autoplay
Speed

Recommended Lessons and Courses for You

Lesson Transcript
Instructor: Kelly Roach

Kelly earned her Master of Mass Communication from Arizona State and has taught consumer behavior and communication courses at the undergraduate level.

Marketers use a wide range of sales promotion tools to incentivize consumers and intermediaries to buy. Watch this video to learn more about these tools and how they work.

Sales Promotion

Of all the different promotion techniques marketers can use to educate, persuade or remind consumers and retailers of their products, they often spend the most on sales promotion. Sales promotion is promotional activities that give some type of incentive to intermediaries or consumers to encourage immediate sales.

Sales promotion tactics can be targeted toward end customers as well as intermediaries like retailers or wholesalers.

These incentives can help motivate retailers to carry products and encourage consumers to try them or generate buzz about them and can range from samples to coupons to discounts, just to name a few.

The ultimate goal of marketing promotion is to motivate consumers to action: to ultimately make a purchase. Sales promotion offers an incentive for that action.

Here's an example of how sales promotion works: 9 For All Humankind is a high-end jeans and casual clothing company. Each season they come out with a new collection. For their new spring line, they mail out a catalog to existing customers that contains an insert with a coupon code for 15 percent off and free shipping through the end of the month.

A person may have completely forgotten about 9 For All Humankind, even though they're an existing customer. Excited by the new clothes and the great discount, the person may hurry inside and place an order for a pair of jeans and three shirts. So, not only did the catalog fulfill the promotion goal of reminding the customer about their products, it motivated them to act and make a purchase.

Characteristics of Sales Promotion

As you may have picked up from the example, sales promotion has a few unique characteristics compared to other promotion techniques.

First, it's often focused on short-term results. By giving a set time for the promotion to run, you're looking to see a measurable increase in sales within a set time frame.

The second characteristic is that sales promotions are often easily measured. You can see a direct correlation between any sales increase and that coupon promotion by tracking who entered the coupon code when they made a purchase.

Last, sales promotions are often combined with other promotion activities to be effective. In this case, the discount coupon and free shipping is combined with direct marketing in the form of a mailed catalog.

To unlock this lesson you must be a Study.com Member.
Create your account

Register to view this lesson

Are you a student or a teacher?

Unlock Your Education

See for yourself why 30 million people use Study.com

Become a Study.com member and start learning now.
Become a Member  Back
What teachers are saying about Study.com
Try it risk-free for 30 days

Earning College Credit

Did you know… We have over 160 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it risk-free for 30 days!
Create An Account
Support