Part - I

Introduction

Today the share of promotions in the marketing budget of a typical consumer products' company is continually on the rise. They may be preferred because good promotional exercises provide the facility to carry out controlled activity on a focused target group and unlike mass media advertising, it directly addresses and involves the consumer.
There are other reasons that abet their popularity, they are: -

• Consumer promotions produce results

• The results occur quickly

• The results are measurable

• Consumer promotions are relatively easy and in expensive to implement

Different marketing activities affect various aspects of consumer buying process. Consumer promotions generally hit directly at the decision and purchasing stages of the buying process. Thus, they affect behaviour directly producing immediate results. Consumer promotions can thus be defined as "Marketing and communication activities that change the price / value relationships of a product or service, thereby generating immediate sales and altering long term brand value". Various types of consumer promotions are coupons, contests, sampling, cross promotions, bonus back, freebies, etc.

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* Contributed by -
Dr. K. S. Chandrasekar
Institute of Management in Kerala,
University of Kerala, Trivandrum,
Ms. Sumi Suresh,
School of Management and Business Studies,
M. G. University, Kottayam