campaigns for capturing market. Price discounts and schemes like buy one, get one free are also offered as sales promotion. Various sales promotion techniques are introduced at the consumer and dealer levels. Window display, provision of after sales services and coordinal public relations also facilitate sales promotion. Massive advertising is useful to support the sales promotion campaigns. 1.4 AIDA Formula in Advertising The AIDA formula in advertising was suggested by E.K. Strong in his book “the