 Print this article |
 Email to friend |
Author: Heather Loftiss
Sales Promotions are Better Than Advertising...
Sales promotion is an advertising channel that is directed at boosting short term sales through coupons, discounts, contests, rebates, free samples, incentives, cross-product promotions, and point-of-purchase displays. These promotions involve
In most cases, sales promotions are better at reaching consumers with direct contact than traditional advertising channels are. Sales promotions also can have a more meaningful impact on customers. For example, free samples and point-of-purchase displays will often be accompanied by a store manager or employee who can explain the product and provide further information. You can't sample a TV commercial or get more information without going to the store or getting on the internet.
... for Four Reasons
Advertising Fragmentation – When you advertise your products, you can run into a problem known as advertising fragmentation. This is when your advertising encompasses too many channels and forms an inconsistent or distorted message. Your target market may be small, but you're using channels that are too large to reach them.
Sales promotion has the advantage here because you can really control the message you send. Most of your promotions will be in store (samples/cross-promotions/point-of-purchase) or the content is created by you (coupons/discounts/contests/rebates). Advertising images and slogan change for many companies when they change ad agencies. However, there is no fear of sending an inconsistent message here because sales promotions are short term.
Accountability – Measuring the ( Next Page )
Rate this article:
(No ratings yet)
Saving ...
