Sales Promotion
Tomáš Jelínek
Olomouc, 2025/2026

Definition of Sales Promotion
•Activities or materials that support the purchase or sale of products or services. Typically
irregular and focused on achieving immediate, short-term effects.
•
•   *   Uses direct stimuli or advantages to influence decision-making.
•
    *   Appeals to saving money or gaining something valuable.
•
    *   Short-term effectiveness: consumer behavior returns to normal after the promotion ends.
•
•

Examples of Sales Promotion
•    *   More favorable prices/discounts.
    *   Free goods.
    *   Monetary prizes in competitions.
    *   Coupons.
    *   Samples.
    *   Premiums.
    *   Consumer competitions.
    *   Product demonstrations.
    *   Gifts.
    *   Exhibition equipment.
•
•
•

Disadvantages of Sales Promotion
•  *   Can damage the image of the company if it constantly offers sales.
•
    *   Frequent promotions may lead consumers to only buy when there's an incentive.
•
    *   Consumers may only be buying because of the discount, not the product itself.
•
•
•

Purpose of Sales Promotion
•It's a form of marketing communication that uses additional incentives to stimulate interest in
the sale of products.
•The goal is to increase sales in the short term by offering a limited-time benefit and encouraging
an immediate purchase reaction.
•
•
•

Goals of Sales Promotion
•    *   To induce a purchase (e.g., free samples).
•
    *   To stimulate repeat purchases (e.g., loyalty cards).
•
    *   To differentiate products from competitors.
•
    *   To build and improve company image.
•
    *   To increase distribution efficiency (e.g., coupon collection).
•
    *   To inform about future sales (e.g., assortment changes).
•
    *   To appeal to the integration of other parts of the communication mix.
•
•
•

Types of Sales Promotion Goals
•
•
•   *   Horizontal: To increase the customer base and the number of retailers selling the product.
•
    *   Vertical: To encourage existing customers to buy more frequently or outside of the typical
•
•

Forms of Sales Promotion
•Classified according to the target subject:
l Trade-oriented,
l sales personnel-oriented,
lor consumer-oriented.
•

Sales Promotion Tools Oriented to the Consumer
•  1.  Product samples
    2.  Loyalty rewards
    3.  Rebates
    4.  Premiums
    5.  Promotional gifts
    6.  Coupons
    7.  Competitions and lotteries
    8.  Trade fairs and exhibitions
    9.  Merchandise presentation