CHAPTER 3

Roles, Functions, and Benefits

Introduction

This chapter addresses the central question of why sales promotions are so popular and prevalent. It looks at the roles, functions, and benefits available to key stakeholder groups including retailers, suppliers and manufacturers, and consumers. The use of sales promotions by service industries and the not-for-profit sectors is discussed. We consider why promotional investment has increased in scale (Blattberg, Briesch, and Fox 1995) and grown in relation to above the line activities, including mainstream advertising (Hartley and Cross 1988). An understanding of these matters is argued to be central to effective decision making.

Sales Promotion: Roles, Functions, and Benefits

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