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Sales promotion is one of the five aspects of the promotional mix. (The other 4 parts of the promotional mix are advertising, personal selling, direct marketing and publicity/public relations.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates. Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmicks by many. Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes. Sales promotion is implemented to attract new customers, to hold present customers, to counteract competition, and to take advantage of opportunities that are revealed by market research. It is made up of activities, both outside and inside activities, to enhance company sales. Outside sales promotion activities include advertising, publicity, public relations activities, and special sales events. Inside sales promotion activities includes window displays, product and promotional material display and promotional programs such as premium awards and contests. Sale promotions often come in the form of discounts. Discounts impact the way consumers think and behave when shopping. The type of savings and its location can affect the way consumers view a product and affect their purchase decision. The two most common discounts are price discounts (“on sale items”) and bonus packs (“bulk items”).〔 Price discounts are the reduction of an original sale by a certain percentage while bonus packs are deals in which the consumer receives more for the original price.〔 Many companies present different forms of discounts in advertisements, hoping to convince consumers to buy their products. == Consumer sales promotion types== Short term sales to achieve short term objectives *Price deal: A temporary reduction in the price, such as 50% off. *Loyal Reward Program: Consumers collect points, miles, or credits for purchases and redeem them for rewards. *Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the package. *Price-pack/Bonus packs deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 percent extra). This is another type of deal “in which customers are offered more of the product for the same price”.〔 For example, a sales company may offer their consumers a bonus pack in which they can receive two products for the price of one. In these scenarios, this bonus pack is framed as a gain because buyers believe that they are obtaining a free product.〔 The purchase of a bonus pack, however, is not always beneficial for the consumer. Sometimes consumers will end up spending money on an item they would not normally buy had it not been in a bonus pack. As a result, items bought in a bonus pack are often wasted and is viewed as a “loss” for the consumer. *Coupons: coupons have become a standard mechanism for sales promotions. *Loss leader: the price of a popular product is temporarily reduced below cost in order to stimulate other profitable sales * Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery. * Checkout dispensers: On checkout the customer is given a coupon based on products purchased. * Mobile couponing: Coupons are available on a mobile phone. Consumers show the offer on a mobile phone to a salesperson for redemption. * Online interactive promotion game: Consumers play an interactive game associated with the promoted product. * Rebates: Consumers are offered money back if the receipt and barcode are mailed to the producer. * Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product. * Point-of-sale displays:- * * Aisle interrupter: A sign that juts into the aisle from the shelf. * * Dangler: A sign that sways when a consumer walks by it. * * Dump bin: A bin full of products dumped inside. * * Bidding portals: Getting prospects * * Glorifier: A small stage that elevates a product above other products. * * Wobbler: A sign that jiggles. * * Lipstick Board: A board on which messages are written in crayon. * * Necker: A coupon placed on the 'neck' of a bottle. * * YES unit: "your extra salesperson" is a pull-out fact sheet. * * Electroluminescent: Solar-powered, animated light in motion. * Kids eat free specials: Offers a discount on the total dining bill by offering 1 free kids meal with each regular meal purchased. *Sampling: Consumers get one sample for free, after their trial and then could decide whether to buy or not. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「sales promotion」の詳細全文を読む スポンサード リンク
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