HSC Production Management and Marketing 2nd Paper 8th Chapter Note Sales Promotion & Advertising. The key difference between advertising and sales promotion is the nature of the appeal to the consumer. Advertising is emotional in nature and the objective is to create an enduring brand image. Perfumes, makeup, and jewelry need imaginative advertising to create the allure needed to sell these products. A sales promotion is an undertaking by an organization designed to increase sales or encourage the use or trial of a product or service. Sales promotions take many different forms, but they all focus on persuading a target audience to make a purchase or become a client of a business.
HSC Production Management and Marketing 2nd Paper 8th Chapter Note Sales Promotion & Advertising
Sales promotions are just one type of marketing strategy but are often confused with advertising. In fact, the two are different, as each appeals to a different nature of the consumer. Advertising is emotional in nature and invites consumers to purchase products or services through visceral images, sounds, or alluring experiences. Sales promotions, in contrast, appeal to a customer’s logic and rational mind. Sales promotions—“buy one, get one free,” for example—are immediately quantifiable in a customer’s mind.
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