Using consumer sales promotions to benefit the brand
Sales promotions are a common means to market brands. Price promotions are dealt with specifically in the Knowledge Point Price promotions: how to make them work for your brand. This Knowledge Point explores free gifts, games and other reward programs. These can be very successful, particularly for children's brands, but it is essential to be clear on your strategy. The benefit of most promotions is a short-term sales response rather than equity building. Additionally you should be clear whether you are aiming to draw in non-users, increase usage, or build...