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SALES PROMOTION
Sales promotion covers a wide range
of activities aimed at increasing sales of a new product by a sales campaign
that encourages customers to buy a particular product. So, the objective of most
sales promotion efforts is to sell more of the product, both during and after
the promotional period. The idea is that if the consumer can be persuaded to
try the product, he or she may continue to use it. Sales promotion is often thought of
as being the same as advertising. Although the objectives of promotion and
advertising are the same, namely, to persuade the consumer to buy, there are
differences in the way they are practiced. Sales promotion often takes the
form of an incentive, e.g. a free sample or a special offer, or
"buy two and get one free".