Sales promotion activities – effective tool of marketing communication mix

Abstract

A highly competitive environment is forcing sellers constantly using different marketing tools and strategies to win new clients and thereby increase their profitability. Sales promotion is one of the best tools to attract new customers and retain old ones, including marketing activities by adding more value to the products for a limited period of time in order to stimulate consumer purchases and effectiveness of intermediaries. For the purpose of the study were interviewed 60 men and women, aged 18 to 64 years by detailed a questionnaire. The study confirms that sales promotion is an effective instrument which has a positive direct impact on users purchase behavior. From the answers became clear that all types and instruments of sales promotion performing on consumers as 21% would certainly buy more than 59% of respondents probably would benefit from product promotion. Most frequently used communication channels for achieving information about various promotional activities by the user are the Internet with 82.5% and promotional brochures with 77.2%.