SALES
PROMOTION
Module-4
• Sales Promotion Definition:
• American Marketing Association defines sales promotion as “media and non- media marketing
pressure applied for a predetermined, limited period of time in order to stimulate trial, increase
consumer demand, or improve product availability”.
• objectives:
• To increase sales by publicity through the media which are complementary to press and
poster advertising.
• To disseminate information through salesmen, dealers etc., so as to ensure the product
getting into satisfactory use by the ultimate consumers.
• To stimulate customers to make purchases at the point of purchase.
• To prompt existing customers to buy more.
• To introduce new products.
• To attract new customers.
• To meet competition from others effectively.
• To check seasonal decline in the volume of sales.
• Personal selling:
• Personal selling is when a salesperson meets a potential buyer or buyers face-to- face
with the aim of selling a product or service.
• The objectives of Personal selling are as follows:
• To enhance the sales volume of the different products of the company
• To ensure the there is a proper mix of products in the total sales volume
• To ensure that the market share of the company is increased
• To ensure that the profits of the company have improved
• To bring down or reduce the overall selling expenses of the company
• To gain new accounts and ensure that there is growth of the business
• It helps in the appointment of dealers and expansion of the distribution channel.
• Advertising:
• Advertising is a means of communication with the users of a product or service. Advertisements are messages
paid for by those who send them and are intended to inform or influence people who receive them, as defined
by the Advertising Association of the UK.
• Types of advertising media available to an advertiser are:
• Direct Mail
• Newspapers And Magazines
• Radio Advertising
• Television Advertising
• Film Advertising
• Outdoor Advertising
• Wndow Display
• Fairs and Exhibition And
• Specially Advertising
Physical Distribution
It is a process of effectively delivering the product to the
customers in proper condition and on time
Creates
Utilities
Facilitates
Information movement
of goods
Facilitate
Risk Taking Intro of New
Peoduct
Balancing
Demand &
Supply
Distribution Channels
Willian Stanton ,” A channel of distribution is the
route taken by the title to the product as it
moves from the producer to the ultimate
consumer or industrial user”
Types of Distribution Channel
Manufacturer Manufacturer Manufacturer Manufacturer
Distributor
Wholesaler
Retailer Retailer
Consumer Retailer
Consumer Agent
Consumer
Consumer
Direct Marketing
• Direct marketing is a marketing strategy that involves direct
communication or even distribution to the customers individually.
That means there is no inclusion of any third party in the process.
Some common channels involved in direct marketing includes
email, mail, text messages, social media, and direct calls, etc.
• The term “direct” means the process does not involve any
middleman. Unlike traditional marketing campaigns, this
marketing strategy focuses on approaching the potential or
interested customers directly. Direct marketing has worked
wonders for the companies, and here are some mind-blowing stats
to back this claim.
• Common channels for direct marketing
• Direct marketing campaigns can take various forms, utilizing a range of delivery
channels:
• Email marketing: Email is a cost-effective way to reach consumers directly. Companies
use personalized subject lines and content to engage recipients and encourage actions
like clicking a link or making a purchase.
• Social media marketing: Social platforms like Facebook and Instagram provide tools for
direct communication. Sponsored posts and ads target specific demographics based on
user preferences, behavior, and interests.
• SMS and text marketing: With the rise of mobile phones, text messaging has become a
potent form of direct marketing. It delivers quick, easily accessible messages to the
consumer’s phone.
• Direct mail: Traditional postal mail remains a useful channel for businesses aiming to
reach certain demographics or geographic areas. Many businesses use direct mail for
catalogs, postcards, or promotional materials.
• Telemarketing: Though less popular due to privacy concerns, telemarketing still plays a
Thank you