ZIMSEC O Level Business Studies Notes: Marketing: Sales Promotion

  • Refers to all forms of promotion other than ¬†advertising or personal selling
  • Stimulation of sales achieved through contests,
  • demonstrations,
  • discounts,
  • exhibitions or trade shows,
  • games,
  • giveaways,
  • point-of-sale displays and merchandising,
  • special offers,
  • trial periods
  • and similar activities.
  • Sales promotions are normally employed in a supportive role together with other forms of promotion
  • The aim is to communicate with customers and in the process:
  • develop the product/brand’s image
  • enhancing promotional activities undertaken by distributors e.g. a shop selling Coke on discount
  • Aiding recognition of the product
  • Attracting attention to the product
  • Encouraging consumers to try the product
  • Increasing market share
  • Popular examples of promotional sales include:
  • DSTV/Multichoice allowing views to access channels from higher priced tiers with the hope that customers will upgrade once they get hooked to the programming
  • Selling loss leaders in supermarkets in order to attract attention and make profit on other items
  • Clearance sales
  • Discounts and deals in clothing stores such as Powersales
  • Trial periods for subscription based services such as Netflix

To access more topics go to the O Level Business Notes