(a) What is sales promotion? (b) State four objectives of advertising. (c) State five advantages of personal selling.

(a) What is sales promotion?

Sales promotion refers to the short-term incentives and marketing activities, other than advertising, personal selling and publicity, used to encourage the immediate purchase or sale of a product or service. It includes tools such as discounts, free samples, coupons, gifts and trade allowances designed to boost sales over a short period.

(b) Four objectives of advertising

1. To inform: To make customers aware of a product, its features, uses and availability.
2. To persuade: To convince customers to buy the product in preference to competing brands.
3. To remind: To keep the product in the minds of existing customers so they continue buying it.
4. To increase sales and market share: To boost demand and expand the customer base.

Other acceptable objective: to build and improve the image or goodwill of the company.

(c) Five advantages of personal selling

1. Direct, two-way communication: The salesperson interacts face to face with the customer and can answer questions immediately.
2. Flexibility: The sales message can be adjusted to suit the needs and reactions of each individual customer.
3. Immediate feedback: The seller gets instant response from the customer and can address objections on the spot.
4. Builds relationships: It helps develop long-term personal relationships and customer loyalty.
5. Closes sales effectively: Direct persuasion often leads the customer to make an immediate purchase.

Other acceptable advantage: it allows demonstration of the product and provision of after-sales advice.