Sales Promotion

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SALES PROMOTION
INTRODUCTION:
The word Promotion, originates from the Latin word ‘Promovere’. The meaning is “to move forward” or “to push forward”. The aim of production is sales. Sales and promotion are two different words and sales promotion is the combination of these two words. sales promotion is one among the three pillars of promotional mix. The other two pillars are personal selling and advertising. Sales promotion is the connecting link between personal selling and advertising.
DEFINITION:
According to DAVIS, ”Sales promotion represents those marketing efforts that are supplementary in nature ,are conducted for a limited period of time and seek to induce buying”
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d)PUSH MONEY OR PREMIUM: Manufacturers may offer push money. It is payment in cash or gifts given to dealers or to their sales force to push the manufacturer’s product. To push his brand, the manufacturer will offer free speciality item that carry companies name ,such as pens, pencils, calendars, memo pads etc.
e) CO-OPERATIVE ADVERTISING: Dealers spend money in advertising manufacturer’s product with the consent of the manufacturers. The dealer can claim an allowance by giving the proof of the advertisement. This is an indirect advertising for the manufacturer. It will increase the sales of the manufacturer’s product.
f) DEALER SALES CONTESTS: This is an indirect way of boosting the sales. This type of contest is conducted at the level of retailers and wholesalers. This is in the form of window display, store display, sales etc. Prize is awarded to the outstanding achievements. This method is aimed at stimulating and motivating distributers, dealers, sales-staff etc. 3) SALES FORCE PROMOTION: As dealer and consumer promotion, the sales force promotion also is a necessary one. The activities of sales force must be induced. In the channel of distribution the role of salesman is very important. The idea of sales promotion is to make the salesman’s effort more effective. The tools for sales force promotions are:- a) BONUS TO SALES FORCE: The manufacturer sets a target
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