Best Practice Sales promotion and the brand

This is a 'best practice' piece on sales promotion and the brand. Whilst accepting that most promotional activity involves price there are other forms of promotion - sweepstakes, premium offers and charity tie-ins for example.

Best Practice

Sales Promotion And The Brand

Roderick White

The last 15 years have seen a substantial increase in the share of marketing budgets taken by promotions, as the spread of scanners has enabled weekly analyses of sales and demonstrated the ability of promotions to create shortterm sales 'spikes', which advertising typically cannot match. This has fed the need of brand managers to provide shortterm results to meet increasingly tough targets. This changing balance has been increasingly questioned (1, 3).

Most promotional activity involves price offers to the consumer, or discounts and other payments to retailers and,...

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