The UK public are actually favourably disposed towards sales
promotions
There are a definite band of consumers who respond to tangible,
instant gratification promotions such as 3 for 2 and 'buy one get
one free' which offer something for nothing.
Promotions really need to work increasingly harder if they are to
reach the target audience and achieve a desired response.
Sales promotion, has its antecedents in adding temporary value,
typically through "premiums" or gifts in order to stimulate a
purchase. As such, it was formerly held to be "the poor relation"
of the marketing services business.
The UK public are actually favourably disposed towards sales
promotions
There are a definite band of consumers who respond to tangible,
instant gratification promotions such as 3 for 2 and 'buy one get
one free' which offer something for nothing.
Promotions really need to work increasingly harder if they are to
reach the target audience and achieve a desired response.
Sales promotion, has its antecedents in adding temporary value,
typically through "premiums" or gifts in order to stimulate a
purchase. As such, it was formerly held to be "the poor relation"
of the marketing services business.
However, since the late 1980s, the sector has come of age. It is
now highly diversified and, as an industry, is in excellent shape
at the beginning of the new Millennium. Sales promotion now enjoys
a pivotal place within the marketing mix, in terms of its
contribution to a strategic approach to brand building which
formerly had been held to be the preserve of its "considerably
richer" cousin - above-the-line advertising. Below-the-line
activity is no longer below stairs, but can compete on a par with
other marketing disciplines for its share of marketing
budgets.
Other Mintel Special Reports of relevance to the marketing services
business include:
- Special Report, Corporate Identity
- Special Report, Market Research
- Special Report, Direct Marketing
Recent media-based reports from Mintel include:
- National Newspapers, Market Intelligence, November 1999
- Regional Newspapers, Market Intelligence, November 1999
- Women's Magazines, Market Intelligence, October 1998
- Men's Lifestyle Magazines, Market Intelligence, October
1998.
