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Sales promotion uses both media and non-media marketing communications for a predetermined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests , coupons , freebies , loss leaders , point of purchase displays, premiums , prizes , product samples , and rebates .
The goal of a promotion is then to reach the most people possible in a time efficient and a cost efficient manner. Social media, as a modern marketing tool, offers opportunities to reach larger audiences in an interactive way. These interactions allow for conversation rather than simply educating the customer.
The use of publicity is also known to be an important strategic element and promotional tool due to its effect of intentional exposure on a consumer. This helps publicity gain an advantage over other forms of marketing, such as advertising, [ 9 ] often in order to boost credibility.
Direct Marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate directly to the customer, with methods such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.
Marketing mix is the most important part of marketing strategy, which is "the framework to manage marketing and incorporate it within a business context [6] ". Marketing strategy: how a business achieves its marketing objectives. The initial step to achieve a marketing strategy is to identify the market target and build up a business plan. [6]
A recent survey by Aberdeen Group showed that 78 percent of companies used Microsoft Excel spreadsheets as their primary trade promotion forecasting technology tool. The limitations of spreadsheets for trade promotion planning and forecasting include lack of visibility, ineffectiveness and difficulty in tracking deductions.
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