247E-Book Lecture: Lesson On Sales Promotion

SALES PROMOTION

Suppose you go to the market to buy soap. The shopkeeper suggests that if you buy two soap cakes, an extra soap cake will be given to you free of cost under “buy 2 get 3” scheme. You feel attracted to buy as by doing so you are saving money on one soap. Moreover, soap is an item which is required on a regular basis, and so you can keep the extra two cakes to be used later. This is an approach of increasing sale of a product and it is quite different from what you have learnt in the earlier two lessons. Let us learn more about it in this lesson.


24.1 Objectives
After studying this lesson, you will be able to:

» explain the meaning of sales promotion;
» state the objectives of sales promotion;
» describe the various tools used in sales promotion; recognise the role of each tool in promoting sales; and
» describe the importance of sales promotion in business.

24.2 Meaning of Sales Promotion

Every businessman wants to increase the sale of goods that he deals in. He can adopt several ways for that purpose. You might have heard about “lakhpati bano”, “win a tour to Singapore”, “30% extra in a pack of one kg”, “scratch the card and win a prize” etc. You might also have seen gifts like lunch box, pencil box, pen, shampoo pouch etc.



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