Sales promotion is another method of promotion which may be defined as ” a direct inducement offering added value or some other incentive for buyers to enter into an exchange. Sales promotion enhances and supplements the other forms of promotion.
The major tools of sales promotion are the following
- point-of-purchase displays
- premium
- trading stamps
- sampling and demonstrations
- retailer coupons
- consumer contests and sweepstakes
- rebates
- trade shows
Publicity refers to ” any information about an individual, a product, or an organization that is distributed to the public through media, and that is not paid for, or controlled by the sponsor.”
Publicity is one of the promotional methods which can be tapped by the cash-strapped small businessman. The only requirements is a prepared publicity releases describing any of the following:
- the existence of the firm and the products or services handled
- the unique characteristics of new products or services offered by the firm
- the firm’s unique method of doing business
The publicity release will be published free by the various media if they are found to be interesting or newsworthy. This criteria must then, be the guide of those preparing publicity releases.