Meaning of Sales Promotion
According to Prof. William J. Stanton, "Sales promotion refers to demand stimulating device designed to supplement advertising and facilitate personal selling."
According to American Marketing Association, "Sales promotion refers to those marketing activities other than personal selling, advertising and publicity that stimulate consumer purchasing and dealer effectiveness such as display, show and exposition, demonstration, and various non-recurrent selling efforts not in the ordinary routine."
According to Prof. Philip Kotler, "Sales promotion consists of a diverse collection of incentive tools mostly short term, designed to stimulate quicker and/or greater purchase of particular product/services by customers or the trade."
|The above mentioned definitions make it clear that various ways or methods are devised to create demand for goods or services. All the short term ways or methods devised for creating demand are called sales promotions. It works as the bridge to link advertisement and personal sale. Sales promotion also helps wholesalers and dealers.|