Which of the following is a similarity between trade sales promotion and consumer sales promotion?
a. Both focus on providing incentives to consumers or wholesalers to make an immediate purchase.
b. Both focus on providing push money and trade allowance to loyal consumers.
c. Both aim to increase sales by using point-of-purchase display.
d. Both aim to segment a market based on its characteristics.
ANSWER: a
Giving the consumer an incentive to make an immediate purchase is the goal of sales promotion, regardless of the form it takes. Sales promotion is usually targeted toward either of two distinctly different markets. Trade sales promotion is directed to members of the marketing channel, such as wholesalers and retailers. Consumer sales promotion is targeted to the ultimate consumer market.
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