Sales Promotion Objectives

Sales promotion objectives differ widely. Sellers can use consumer promotions to enlarge short- term sales or to help create long-term market share. Objectives for trade promotions include obtaining retailers to carry new items and more inventories, obtaining them to advertise the product and provide it more shelf space, and obtaining them to buy ahead. For the sales force, objectives include attainment of more sales force support for present or new products or attainment of salespeople to sign up new accounts. Usually  Sales  promotions  are  used  together  along  advertising  or  personal  selling. Usually Consumer promotions have to be advertised and may add excitement and pulling power to ads. Trade and sales force promotions support the firm's personal selling procedure.

Generally sales promotions should be consumer relationship building. Instead of creating just short- term sales or temporary brand switching, they should help to support the product's position and make long-term relationships with consumers. Progressively, marketers are ignoring "quick fix," price-just promotions in favour of promotions designed to make brand equity.