Sales promotion has been defined as:
1. a ―direct inducement ― that offers distribution or the ultimate consumers with the primary
objective of creating an immediate sale.
2. Marketing communication activities, other than advertising, personal selling, and public
relations, in which a short-term incentive motivates a purchase.
3. ―Sales Promotion is a Marketing Discipline that Utilizes a Variety of Incentive Techniques
to Structure Sales-Related Programs Targeted to Consumers, Trade, and/or Sales Levels
that Generate a Specific, Measurable Action or Response for a Product or Service.‖
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