Sales promotion

The primary elements in the promotional mix are advertising, personal selling, direct marketing and publicity/public relations.

Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates.

Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.

[2] Many companies present different forms of discounts in advertisements, hoping to convince consumers to buy their products.

Sales promotion has a tactical, rather than strategic role in marketing communications and brand strategy, it is also a form of advertisement used within a short period of time.

For example, shoppers may receive alerts for special offers when they approach a product in a specific aisle.

For example, "online shoppers are more price-sensitive because of the readily available low search cost and direct price comparisons".

[2] In addition, buyers tend to refrain from purchasing bonus packs online because of the skepticism (of fraud and scams) that may come with the deal.

[5] A "gain" view on a purchase results in chance taking[5] For example, if there is a buy-one-get-one-half-off discount that seems profitable, a shopper will buy the product.

[6] As a result, consumers often mistakenly believe they are receiving a better deal with the first set of prices based on the left digits solely.

As a result, companies may use discounts with smaller right digits to mislead consumers into thinking they are receiving a better deal and increasing profit.

[6] The Framing effect is "the phenomenon that occurs when there is a change in an individual's preference between two or more alternatives caused by the way the problem is presented".

Attribute framing deals with one key phrase or feature of a price discount that is emphasized to inspire consumer shopping.

Goal framing places pressure on buyers to act hastily or face the consequences of missing out on a definite price reduction.

[7] Although there are aspects that can determine a consumer's shopping behavior, there are many outside factors that can influence the shoppers' decision in making a purchase.

[5] If the product has poor customer reviews or has a short "life span," shoppers will view that purchase as a loss and avoid taking a chance on it.

[2] Sales promotions have traditionally been heavily regulated in many advanced industrial nations, with the notable exception of the United States.