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• W2600965467 abstract "Promotion is an important part of marketing mix of a business enterprise. Once a product is developed, its price is determined the next problem comes to its sale i.e., creating demand for the product. It requires promotional activities. The activities are technique which brings the special characteristics of the product and of the producer to the knowledge of prospective customers. Promotion is a process of communication involving information, persuasion, and influence. The term 'selling' is often used synonymously with promotion. But promotion is wider that selling. Selling is concerned only with the transfer of title in goods to the purchaser, whereas promotion includes techniques stimulating demand. These techniques include advertising, salesmanship or personal selling and other methods of stimulation demand.Sales promotion is the most important component of marketing budgets, in terms of magnitude and growth rates. The increased importance of sales promotion as strategic tools in mature consumer markets has generated strong interest among practitioners in understanding the mechanisms, effectiveness, and efficiencies of different sales promotion approaches (Huff and Alden, 1998). The object of this study is consumer promotions, which include samples, value packs, price -offs, rebates/refunds, coupons, sweepstakes, contests and special events. Their primary role within a comprehensive brand management strategy is to stimulate immediate sales and consumer interest toward the promotion brand.Promotion is more important in changing the timing rather than the level of purchasing because customers tend to buy earlier (Doyle and Saunders, 1985). Promotion is the marketing effort designed to communicate to an organization's target market. Promotion is, undoubtedly, the most visible element of the marketing mix (Govoni, Eng and Galper, 1986; Guiltinan and Paul, 1994; Lamb, Hair and McDaniel, 1992; Pride and Ferrel,1989). There is a growing emphasis on designing the best marketing promotional strategies for targeting and maintaining consumers. A good promotional strategy encompasses advertising, sales promotion, public relations, and personal selling in order to communicate with their present and potential consumersKotler,1994). Promotions is responsible for moving the demand curve upward and to the right by utilizing some or all of the elements of the promotion mix -advertising, personal selling, and publicity along with sales promotion (Ward and Hill, 1991)Advertising and sales promotion techniques are indirect and nonpersonal whereas personal selling or salesmanship is a direct and personal technique. All these techniques, however, should be integrated with the marketing objective of the enterprise. The salesmen can report about the different advertising and other promotional appeals as they are in close touch with the consumer public and market conditions.Promotion is essentially the sales efforts of a business enterprise and includes the function of informing, persuading and influencing the purchase decision of the existing the prospective consumers with the object of increasing sales volume and profits. Promotion is the efforts of the seller to sell the product effectively. Promotion is the communication with the customers to pursue them to buy the product. It is the duty of the marketing manager to choose the communication media and blend them into an effective promotion programme. These are more than one type of tools used to promote sales. The combination of these tools with a view to maintain and create sales is known as promotion mix. Promotion mix is the name given to the combination of methods used in communicating with customers. There are four tools of promotion mix viz. advertisement, personal selling, publicity and sales promotion. These are called elements of promotion mix.Sales promotion consists of all activities other than advertising, personal selling and publicity, which help in promoting sales of the product. …" @default.
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• W2600965467 date "2013-03-01" @default.
• W2600965467 modified "2023-09-28" @default.
• W2600965467 title "The Affect of Sales Promotion on Consumer Interest to Purchase in Automotive Company" @default.
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