Question

Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?A) AdvertisingB) Direct marketingC) Public relationsD) Personal sellingE) Sales promotion

Answer 1

Answer:

Letter E is correct. Sales promotion.

Explanation:

When an organization decides to conduct a sales promotion, it uses a set of tools to encourage and consequently increase short-term sales of products and services.

There are several strategies for conducting a sales promotion. Companies can use:

• discount coupons,
• samples,
• gifts,
• sweepstakes,
• rewards,
• point of sale promotion,
• promotional discounts (...)

There are two factors that influence the development of sales promotion goals: audience and rapprochement (which can be proactive or reactive). The audience sets the goals, so proactive advocacy is about expanding the market, increasing revenue, creating brand value. Reactive goals are determined by negative situations, so goals include market exit, matching competitors and generating liquidity.