ABSTRACT
Conceptual overview Sales promotions do not, on the whole, grow a market: instead their added-value inducements persuade regular or infrequent purchasers to bring forward their acquisition to take advantage of the promotion, such as a price reduction, two for the price of one deal, competition or other incentive. They are costly activities, often involving free or discounted merchandise and the provision of prizes or other materials. Sales promotion is deployed to level out sales peaks and troughs or to rectify unexpected dips in sales. Sales promotions tend to be short term, ad hoc and irregular. They provide a short-term benefit to the recipient in order to entice purchase.
