Brings the Horse to Water But Sales Promotion Makes it Drink
In today's competitive
world, where a new brand is born almost everyday, it is of prime
concern for all marketers to promote their brand as strongly as
possible to occupy the top-most position in the customer's mind.
and sales promotion are two of the most important components
of the Promotion Mix. Even though both these tools are used to promote
sales of products or services, the manner in which they achieve
this is very different. Whereas advertising provides a 'Reason
to Buy' (long term), Sales promotion provides an 'Incentive
to Buy' (short term).
is Advertising? Advertising is a paid form of non-personal,
communication of ideas, goods and services by an identified sponsor.
Each brand has its own Unique Selling Proposition (USP) &
through advertising; brand managers aim at projecting their brands
in the most positive light. Advertising helps to dramatise the products
& catch the attention of prospects. It is widely used by all
marketers to arouse a certain degree of interest in their product
& catch attention of future customers.
only does advertising help to introduce a new product, it
also helps in maintaining the demand for an existing product.
Thus, advertising assists in informing, persuading and stimulating
a trial from the customers, with time. It shapes long-term
Term Brand Building Vs Short Term Sales - Simply
informing customers & making your brand visible is not
enough. There is a strong need for something extra that can
push sales of your products NOW and reduce the time gap
between informing consumers & getting a desired action.
Sales Promotion steps in Here!
is Sales Promotion? Sales promotion refers to a
diverse collection of incentive tools, usually short term,
designed to stimulate quicker as well as greater purchase
of a product. Since these sales promotional offers are short
term, their aim is to coax the consumers to act NOW rather
than later. Sales
Promotion creates an urgent NEED for the product &
gives a definite push to consumers to act now or miss out
on an EXCEPTIONAL OFFER.
for Consumers, Retailers & Sales Team
Sales promotion is a one-of-a-kind promotion tool that can
be used to coax and persuade retailers, consumers and the
love price-offs, discounts, coupon rebates, contests, warranties
& exchange offers, retailers like price cuts, free goods
& display freebies. The sales force of the company works
hard to win prizes & special discounts.
An advertisement may inform Miss X about a new brand of
shampoo that can free her from hair trouble. Miss X plans
to buy it next time she runs out of shampoo. But if the manufacturer
supports his advertising with an offer of a free shampoo pouch
or an enormous price-off if she presents a cutting of the
newspaper ad, Miss X will be excited to try the shampoo today!
Undoubtedly, advertising provided
Ms. X a reason to buy while sales promotion gave her a definite
incentive and invitation to try the brand.
Sales promotion tools such as free
samples, etc., enable consumers to use the product and satisfy themselves
with the quality of the product. Such an active interaction with
the product may convert the user into a regular customer of the
product, further pushing sales in the long term too.
Both advertising and sales promotion
are indispensable tools in the hands of marketers, despite the fact
that both serve different short and long term goals. Advertising
lets people know that there is a new brand that has come into the
market, one you must try. Sales promotion provides customers a definite
incentive to go & buy the product at the earliest as it works
on consumer psychology & throws in a great bargain that every
Thus, it can be concluded that Advertising
Brings the Horse to Water, Sales Promotion Makes it Drink!
Author: Akanksha is a freelance content writer. An Advertising
graduate, she writes articles on advertising, content writing, travel,
home improvement, etc. firstname.lastname@example.org
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