Sales Promotion Research Papers

Sales Promotion Research Papers-71
The promotion mix includes the tools like Advertising, Public Relations, Sales Promotion, Direct marketing and Personal Selling [6].These elements are included in the integrated marketing communications mix (Figure 1).

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A modern company manages a complex marketing communication system.In other words, a sales promotion provides the incentive for consumers to purchase some specific products, and this incentive is different from the incentive provided by advertising with respect to the reasons to purchase those specific products.The purpose of a sales promotion is to attract new customers, maintain existing customers who are contemplating switching brands and give incentives to customers who are about to use competing products.Sales promotion consists of a variety of incentive tools, mostly short term, that are used to stimulate consumers and/or dealers to accelerate the purchasing process or to increase quantities of sales [7].Sales promotion is certainly one of the critical elements in marketing mix and toolkit for the marketers.The object of the message is to persuade the audience to purchase the product or service.Therefore the consumer needs to be receptive to the message and to be able to interpret it in such a way the intent to purchase is established [5].IMC is defined as “a marketing communications strategy which requires that a company adopts strategies that coordinate different promotional elements and that these promotional activities are integrated with other marketing activities that communicate with customers” [4].The basics of promotional strategy involve delivering the communicational message from the producer to the consumer.Received date February 02, 2015; Accepted date April 07, 2015; Published date April 17, 2015 Citation: Familmaleki M, Aghighi A, Hamidi K (2015) Analyzing the Influence of Sales Promotion on Customer Purchasing Behavior. doi: 10.4172/2162-6359.1000243 Copyright: © 2015 Familmaleki M, et al.This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.


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