Magazine article Marketing

Redefining the Terms of Sales Promotion

Magazine article Marketing

Redefining the Terms of Sales Promotion

Article excerpt

Redefining the terms of sales promotion

Sales promotion and direct marketing will be regarded as the same discipline by the mid 90s, Roy Piercy, Chairman of the Institute of Sales Promotion (ISP) told a conference last week. But in the meantime it is vital that the industry agrees on a standard definition of its trade.

"Below-the-line, through-the-line, on-the-line, down-the-line are all relatively meaningless descriptions to me," said Piercy, who is also head of the Post Office's advertising and creative services division. "Sales promotion is one of the most actively evolving fields of marketing activities."

Piercy, speaking at a conference on sales promotion arranged by the Institute for International Research, claims sales promotion has developed a growing affinity to direct marketing to the point at which they have become interchangeable skills.

"Sales promotion moves products off shelves in supermarkets as direct marketing moves products off the page and by direct mail, but without the retailer," he says. …

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