Short-Term Results

Advertising And Sales Promotion

Short-Term Results

Sales promotion such as coupons and trade allowances produce quicker, more measurable sales results. However critics of this strategy argue that these immediate benefits come at the expense of building brand equity. They believe that an over emphasize on sales promotion may undermine a brand’s future.

Competitive Pressure

If competitors offer buyers price reductions, contest or other incentives, a firm may feel forced to retaliate with its own sales promotions.

Buyers’ expectations

Once they are offered purchase incentives, consumers and channel members get used to them and soon begin expecting them.

Low quality of retail selling

Many retailers use inadequately trained sales clerks or have switched to self- service. For these outlets, sales promotion devices such as product displays and samples often are the only effective promotional tools available at the point of purchase.

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