M: Marketing
5th Edition
ISBN: 9781259446290
Author: Dhruv Grewal Professor, Michael Levy
Publisher: McGraw-Hill Education
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Question
Chapter 18.7, Problem 2CY
Summary Introduction
To discuss: The factor that a firm should consider when evaluating a sales promotion.
Introduction: Sales promotion is one of the important promotional tools. Sales promotions are short-term incentives given to customers to initiate the purchase or to encourage the customers to repurchase a product or service. The incentives can be in different forms. The various forms of sales promotions are the sweepstakes, premiums, coupons, specialty advertising, point of purchase displays, samples, contests, rebates, discounts, and demonstrations.
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