Learning library
Unit 4 · Sales Promotion · Module 31 of 40
Trade Promotions and Channel Push
Learning objective
Use allowances, slotting, cooperative advertising and incentives to win shelf and effort.
Concept summary
Trade promotion buys distribution, display and dealer attention through buying allowances, off-invoice discounts, cooperative advertising and salesforce contests. The risks are forward buying, diversion and margin leakage without compliance verification.
Application task
Propose a trade promotion for one retailer with compliance checks and a payout condition.