University of Botlon
Programme: BA(Hones) Business Management
Student number: 1111437
An Introduction
Communication plays a critical role in building any relationship. It is also true for building as well as managing the relationship with the consumers that has direct bearing on the marketing communication. Marketing communication plays significant role in the defining organizational relationship with its customer through the kind of information that is exchanged; choice of the media, and strategies that suits the consumer’s preferences. Therefore, it can be said that marketing communication is the revolution approach for the marketers in redefining the discipline; setting up new strategies; communicating messages to the defined audience; affecting consumer behavior through informing, building awareness, persuading, encouraging trials, reminding; building and maintaining relationships with different stakeholders.
Within marketing communication, sales promotion plays an interesting strategic as well as tactical role. Sales promotion is defined as the direct inducement which offers incentive or extra value for the product to sales force, the distributors, and the consumers, with the objective of generating immediate sale. Sales promotion is used as tactical tool as it provides buyer and the sellers with additional values. It also helps in influencing the consumer buying behavior, reaching the specific targeted audiences, and others. Sales promotion is the tool that is widely used throughout the trade channel, like manufacturer use it for stimulating sales-force whereas resellers use it for boosting the sales.
Several studies have shown that the sales promotions are more effective methods as it helps in gaining increased market share, sales, as well as profits; whereas critics’ states that the sales promotion tools are ineffective as it makes consumers promotion prone that results in loss of market share in long-run. Thus, the above discrepancy of the…