Theory question 102
Sales Promotion(a) What is sales promotion? (b) Explain the following forms of sales promotion: (i) coupon; (ii) sample; (iii) premium; (iv) contest.
(c) State five advantages of magazine as an advertising medium.
Show the model answer
(a) Sales promotion is the use of short-term incentives to encourage people to buy a product or to buy more of it.
(b)(i) Coupon: a voucher that gives the holder a price reduction on a product.
(ii) Sample: a small quantity of a product given free so people can try it.
(iii) Premium: an extra item given free or at a low price with a purchase.
(iv) Contest: a competition in which buyers or dealers win prizes, usually by showing skill or by buying the product.
(c) Any five: high-quality colour pictures; long life (kept and read many times); passed on to other readers; can target a specific audience (e.g. women, sports fans); prestige and credibility; room for detailed information; can carry coupons and samples.
Give each point as a full sentence, with an example where possible.