Unit 4 · Sales Promotion · Module 25 of 40

Sales Promotion: Concept, Role and Scope

Learning objective

Define sales promotion and the behaviour changes it is designed to buy.

Concept summary

Sales promotion is a short-term incentive layer that adds temporary value to accelerate trial, volume, repeat purchase or channel push. It works on behaviour first and attitude second, which makes timing and exit planning essential.

Application task

List four promotion mechanics and the specific behaviour each one buys.