Sales promotion consists of all promotional activities other than advertising, personal selling and publicity, which are used to encourage the buyers to make immediate purchase of a product or to boost its sale.
According to A.H.R. Delens :
sales promotion means those steps that are taken for the purpose of obtaining an increased sales. Often, this term refers specially to selling efforts, that are designed to supplement personal selling and advertising, and by coordinating, helps them to become more effective.
According to Robert C and Scott A :
sales promotion consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate quicker and/or greater purchase of particular product/services by the consumers from the traders. Advertisement is different from sales promotion. Although, both are used for increasing the sales of the product but both of these are different in nature.
Points of difference are explained below :
| Basis |
Advertisement |
Sales Promotion |
| Meaning |
It is a paid form of presentation of a product through media, to update the people about the product. |
It is done to encourage the demand of the product. |
| Nature |
It can be done continuously. |
It cannot be done continuously. |
| Objective |
To build the image of the product and its producer. |
To increase the present sale volume. |
| Time frame |
Effect of this is long-term. |
As it is started we can see its effects immediately. |
| Main concern |
To attract the customers towards the product by showing the product and its uses |
It includes free sample discount, etc to boost up the sale of the product. |
| Scope |
It is a part of promotional tools, and its scope is very vast. |
It is also a part of promotional tool, whose area is expanding day by day. |
