Theory question 105
Promotion and Advertising(a) What is sales promotion? (b) State four objectives of advertising. (c) State five advantages of personal selling.
Show the model answer
(a) Sales promotion is the use of short-term incentives (samples, coupons, premiums, price-offs, contests) to encourage purchase of a product.
(b) Any four: to inform customers about a product; to persuade them to buy; to remind them of the product; to create and build brand image; to introduce a new product; to counter competitors; to increase sales.
(c) Any five: face-to-face, two-way communication; message can be adjusted to each buyer; questions and objections answered immediately; product can be demonstrated; builds lasting customer relationships; immediate feedback; can close the sale on the spot.
Define sales promotion, then give advertising objectives and personal selling advantages separately.