Advertising and sales promotion

Advertising predisposes a person favorably for a product/service/idea moving him towards its purchase. Sales promotion takes over at this point. It makes the consumer take a favorable purchase decision by providing one or other kind of direct inducement, e.g., discount, price off,, gift, coupon etc., Mostly advertising is indirectly concerned with sales. It either informs or persuades or reminds about a product or service. Most of the times, it is indirect in its approach and has a long term perspective, e.g., building up a company image or brand image. Sales promotion is a short-term approach, a direct approach and expects an immediate response in terms of sales. Sales promotion is an important adjunct to selling. Advertising is more frequent and repetitive than Sales promotion. Sales promotion is non-recurrent selling efforts. They supplement the advertising and personal selling. Displays are effective method of sales promotion. Contests are also another effective method of sales promotion.