(a) What is sales promotion?
(b) State four objectives of advertising.
(c) State five advantages of personal selling.
(a) What is Sales Promotion? Sales promotion is a short-term incentive to encourage the purchase or sale of a product OR It is the array of techniques or - tools used by marketers to stimulate immediate purchase or sale of a product. Sales promotional techniques include sampling, coupons, refunds, rebates, contest, price pick, price-off and so on. It provides extra value or incentives to the sales force distribution or consumers. OR Sales promotion is any short-term activity that is used to stimulate sales of a product.
(b) State four Objectives of Advertising: Objectives of Advertising:
(i) To inform potential customers of a new or existing product or service or an idea.
(ii) To educate new uses of an existing product.
(iii) To give information on current prices and special discounts.
(iv) To remind customers of an existing product in order to maintain brand loyalty against competing products.
(V) To give information about the desirable qualities of a product.
(vi) To give reasons using dealers should stock the products.
(vii) To provide technical information about a product.
(viii) To persuade customers to buy the product offered as the best quality of other product options.
(ix) It increases sales.
(c) State five Advantages of Personal Selling: Advantages of personal selling:
(i) Objections are easily handled by the sales force.
(ii) It makes quick response possible by the sales force.
(iii) lt enables the sales force to demonstrate the product to the prospective customer.
(iv) It is used where the market is highly concentrated.
(v) It is useful as a communication tool where advertising would be wasteful.
(vi) It is used when the business have not sufficient resources to sustain a heavy advertising campaign.
(vii) It is used at the introductory stage of a new product.
(viii) It encourages on-the-spot purchase.
(ix) It is more efficient in the sale of technical products.
(x) It is used to develop Customer relationship.
(xi) It allows the buyer to negotiate for better prices.
(xii) It arouses the interest of buyers.
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