Sales Promotion Decision Making

CHAPTER 5

Nonmonetary Sales Promotions

Introduction

The previous chapter explored the major forms of monetary promotions. This chapter defines and discusses nonmonetary promotions as an alternative to price-based promotions. There are several popular forms of nonmonetary promotion that center on adding value to a purchase rather than discounting price. We highlight the specific characteristics of these types of promotion and reveal key research insights relating to their use, design, and application. At a time when increasing consumer skepticism toward sales promotions is a very real consideration for decision makers, we also review the benefits of both monetary and nonmonetary promotions within the promotional mix.

What Are Nonmonetary Promotions? ...