By definition, sales promotion (or simply promotion) refers to any incentive manufacturers, retailers, and even not-for-profit organizations use that serve to change
a brand’s perceived price or value temporarily. Manufacturers use promotions to
induce the trade (wholesalers and retailers) or consumers to buy a brand and to
encourage the manufacturer’s sales force to sell it aggressively. Retailers use promotional incentives to encourage desired behaviors from their consumers—shop
at this store rather than a competitor’s, buy this brand rather than another,
purchase larger quantities, etc. And not-for-profit organizations employ promotions to encourage desired behaviors such as getting people to increase their
donations to worthy causes and to donate now rather than later.