This account will be use for √ Allowances to the Trade for promoting our products to consumers for a defined period at better than usual conditions. Also amounts reimbursed to the Trade for their expenses related to the promotion such as merchandising, advertising in Trade publications or other media, etc. The advertisements is about the promotion and not about a brand; the brand-related advertisments are to be shown under "Other Promotions / Brand Building Activities". Trade promotions are usually initiated by Sales, or by the Customer, and limited to a specific Customer or group of Customers, and executed under the responsibility of Sales. Trade promotions purpose is to have a direct and specific impact on the buying behaviour of Customers/Consumers Trade promotions are targeting incremental sales,