These elements are included in the integrated marketing communications mix (Figure 1).
Before companies can begin the communicational process towards the consumer, they need to define the promotional objectives.
The purpose of promotion is to reach the targeted consumers and persuade them to buy.
Promotion has been defined as the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea.
Promotion refers to the motivational methods of getting the consumer to purchase the product.
Promotion is referred to as “any communication used to inform, persuade, and/or remind people about an organization’s or individual’s goods, Services, image, ideas, community involvement, or impact on society” .
So, the purpose of sales promotion is to reach the targeted consumers and pervade them to buy .
Sales promotion has become a vital tool for marketing and its importance has been increasing significantly over the years.
Today, attracting new customers has become so important in modern retailing in addition to loyal to them and efforts have been paying in that perspective as known, the cost of keeping consumers present is less than the cost of gaining new customers. Firms have to rethink the relationship between attitude and behavior of their consumers.
All businesses need to communicate to the consumer what they have to offer .