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C. Sales Promotion
1. Definition of Sales Promotion
Promotion is a vital tool that helps the marketer to achievement their sales target and increase the company‘s profit Alvarez snd
Casielles 2005.
Marketing literature supports this fact that the regular customers, who purchase the product frequently, are profitable and
are primary concern of the companies Nagar, 2009. Peattie and Peattie 1994 in Saeed 2013 defined the sales promotion as
marketing activity specific to a group of customers, a particular place and or time bound, which encourages an immediate or direct
response from customer by offering additional valuable benefits. Sales Promotion, a key ingredient in marketing campaigns,
consist of a diverse collection of incentive tools, mostly shortterm, designed to stimulate quicker or greater purchase of particular
products or services by consumers or the trade Kotler and Keller, 2012:541.
Meanwhile, According Kotler and Armstrong 2014:501, Sales promotion consists of short-term incentives to encourage
purchase or sales of a productor service. Whereas advertising offers reason to buy a product or service, sales promotion offers
reasons to buy now.
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A conclusion can be drawn that reflect a sales promotion incentives and prizes to get customers to buy the companys
products at the present time as opposed to buying later. Sales promotion generates consumer response faster in sales. Growth of
sales promotion may reflect higher corporate priority, it relates to sales compared with the establishment of the brand in the long
term. Sales promotion can be directed to customers, retailers and other salespeople. Customers will be happy to buy our products if
given coupons discounts, pricing packages and other gifts. Retailers also would work harder if given offer price discounts, as
well as display ads, and free products. Retailers will operate more viable if the holding contests with prizes for the best performance.
2. Measurement of Sales Promotion
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