Can Sales Promotion Help Build Brands?

This is an introduction to five articles on sales promotion and the question is asked 'Can sales promotions help build brands?' Most marketers see sales promotions in terms of price cuts and short term sales.

Sales Promotion

Can Sales Promotion Help Build Brands?

Say sales promotion to most marketers and they think price. Price cuts, coupons, BOGOFs and the like. These are part of the armoury of most fmcg brands (at least), and arguably account for the great majority of the (poorly quantified) sums spent on promotion every year around the world. This is particularly the case since the growth of price promotion in the 80s and 90s, as marketers on both sides of the Atlantic became increasingly focused on short-term sales results.

However, as the agencies that handle promotional business would quickly point out,...

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