Article Review of Sales Promotion Essay Example

Article Review of Sales Promotion Essay Example Article Review of Sales Promotion Paper Article Review of Sales Promotion Paper Sales Promotion Definition The growth of sales promotion, service, sales promotion and competitions, competitions and consumer behavior and the consumer as a competitor are the sub topics that were reviewed in this section. Regarding the growth of sales promotion; the definition of sales promotion and the reasons for the current intensification of sales promotion in UK are stated. The second sub topic converse (services, sales promotion and competition) the application of sales promotion specifically in the service industry and the factors to be considered in determining the suitability of value-increasing (e. Price deals, coupon, refund offers etc. ) or value-adding (e. G. Free gift, competition and the like) sales promotions for service providers. Continuing with this, the third subtopic associate the value adding sales promotion specifically competition with consumer behavior in terms of why it is attractive to the consumer, the aim of the service providers in using competition and the types of consumers th at are targeted. Methodology The competition data were obtained from the largest competitors information network in UK containing a total of 2646 different I-J sales promotion competitions ever a three year period. Of these a subset of 188 competitions which were sponsored by service providers was extracted for analysis. The sample consisted only of competitions which were available on a national or regional basis and were associated with promoting a product or service, as opposed to being all or part of the product or service Itself. Analysis and Interpretation The competitors Information network has encoded and analyzed the competition data by using Maintain. Using this data the authors has analyzed a sample of 188 competitions to determine describe the extent of usage of competition by the reverie sector, ten service sectors Involved In ten competition promotion, ten nature of competitions used, the prizes involved (their value number), the roles competitions play and they have used a marketing integration level of competitions to measure the effectiveness of competition in the service industry. Hypothesis We can deduce from the availed information that the hypothesis were; The sales promotion tool, competition, represents a growing phenomenon in the service industry. Results found Services account for fractionally more than 7 percent (188 out of 2646 intentions) of all competitions in the survey, which leaves them rather under- represented, when considered in light of its importance in the total economy. Financial services are the largest sector in usage of competitions as sales promotion techniques. Travel and tourism showed the 2nd widespread use of competitions throughout a range of sectors including tour operators, travel agents, tourist boards, transport services and hoteliers, while minor users of competition include communications, retail services and professional services ranging from dentists to solicitors. The two most widely employed competition types in the service industry are conventional competitions (question and slogan) and creative competitions (Questions and draw/paint/photograph element) accounting 52% and 13% respectively. Sponsors can vary in terms of the average number and value of prizes which typify their competition. Accordingly, services as whole appear to favor the Jackpot philosophy (few prizes/high value) indicating an attempt at using the competition and prize as a quality cue. The roles of competitions in the service industry were sales uplifts, encouraging trial, encouraging use, new product launch, seasonal demand smoothing and awareness rising. Using marketing integration, either the prize or the mechanics of the competition have any obvious for of synergy with the product or service being promoted, as a measure of effectiveness of competitions, services score poorly I. E. Owing to a tendency to focus the mechanics of the competition on the tangible prize rather than the intangible service itself. Conclusions Despite their suitability as promotional tool for services, competitions still appear to be somewhat under-represented with in services markets. Moreover, it tries to discuss the research works of various scholars such as the 1986 survey by Harris and marketing week, the Nielsen promotion service survey in Canada, Donnelley marketing US survey and others to supplement the subsequent parts of the article. Methodology the search article clearly describe the secondary data used to describe and measure the effectiveness of sales competitions in the service sector. A total of 2646 UK competitions over three year period were taken and of which 188 competitions sponsored by service providers was extracted for analysis. However the article has employed a vague method of measurement, the marketing integration, to gauge the effectiveness of sales promotion competition for the service industry. Results this section has described the results found from the analysis of the sample secondary data and it has presented it in a logically sequential form tunneling form determining the general usage level of competition to specific effectiveness measure for the service sector. Conclusions the conclusions were drawn from the results found and the literatures reviewed.