Chapter

12.8. Sales Promotion*

From IntroductionToBusiness OP 8D04gAa

Concepts

1. What are the goals and target markets of sales promotion?

   "Sales promotion helps make personal selling and advertising more effective. Sales promotions are marketing events or sales efforts—not including traditional advertising, personal selling, and public

2. How should sales promotions address different types of consumers?

   "The objectives of a promotion depend on the general behavior of target consumers, as described in Table 12.2. For example, marketers who are targeting loyal users of their product don’t want to chang

3. How are coupons and product placement used as sales promotions?

   "Two growing areas of sales promotion are couponing and product placement. American consumers receive over $321 billion worth of coupons each year and redeem about $3 billion. Almost 85 percent of all

4. What ethical issues arise in influencer marketing and product placement?

   "Traditional marketing vehicles such as advertising have been regulated to include limitations on promotions for such products as tobacco and alcohol. One area that has not had the same type of regula