Sales Promotion Decision Making

CHAPTER 2

The Many Faces of Sales Promotions

Consumers face a variety of sales promotions designed to influence their choices of products. Coupons, rebates, bonus sizes, “buy one, get one” offers, sweepstakes, and product premiums, gifts with purchase are all promotional tools directed toward consumers that allow firms to achieve short-term results such as increased market share or unit sales. What these promotions have in common is provision of some extra utility to the consumer, primarily through direct monetary savings. (Fogel and Thornton 2008, 31)

Introduction

This chapter sets the scene for the research presented later in the book in which specific categories of sales promotion are discussed. It contextualizes sales promotions within the ...