Definition

Kotler & Keller define sales promotion as “short-term incentives to encourage the purchase or sale of a product or service.”

Introduction

Sales promotion is marketing’s energy drink — fast, exciting, but temporary. It boosts sales bursts, trials, or clearances.

Explanation

Types:

Consumer Promotions – coupons, discounts, contests.

Trade Promotions – dealer incentives, bulk discounts.

Business Promotions – exhibitions, conventions.

Key Takeaways

Drives short-term action but should support long-term strategy.

Overuse can cheapen brand perception.

Must align with overall positioning.

Real-World Case

McDonald’s Monopoly Promotion created excitement and repeat visits using gamified prizes and discounts.
Reference: https://www.mcdonalds.com