Sales promotionsare special incenti

Sales promotionsare special incentives or excitement-building programs that
encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-of-purchase displays. Marketers typically design
these incentives for use in conjunction with other advertising or personal selling
programs. Many sales promotions, like free samples or point-of-purchase displays, are designed to build short-term sales. Others, like contests and sweepstakes, have become integral components of firms’ CRM programs as a means to
build customer loyalty. We discuss such sales promotions in more detail in
Chapter 19.