Sales promotion is the
promotional mix that includes advertising, personal selling, direct marketing,
publicity/public relations, corporate image and exhibitions (Wikipedia). The
purposes of all the sales promotion are inducing trial and improve sales. There
are varieties of sales promotion techniques around our life. For example, the
common sales promotion present by samples, coupons, premiums, contests and
sweepstakes. These sales promotions can be used in both of physical way and
Internet. As the technology developing, many companies moving promotions such
contest and sweepstakes online. As marketing strategy, Internet is an effective
way to spread sales promotion. Companies measuring the effectiveness of the
Internet employ a variety of methods, most of which can be done electronically
(Belch p510). Therefore, companies moving promotions online. In addition,
Internet is a cheap and effective way to run the sales promotion. A major
advantage of the Internet is the ability to target very specific groups of
individuals with a minimum of waste coverage. Also, its availability as an
information source would be one of advantages of the Internet (Belch p512).
Furthermore, promote promotion through the Internet can lower the cost of
advertisement.
According to my online
research, there are several online contests in my results. I find the
promotions and contests page of ESPN website is a specific example of online
contests. ESPN is a famous US -based global cable and satellite television
channel, that is owned as a joint venture between The Walt Disney Company and
Hearst Corporation (Wikipedia). At the promotion and contests page of ESPN.com, there are varieties of
sweepstakes and contests. The majority of contests are about its cooperative
partner, like Disney, KIA and Wendy’s. In addition, these contest all about the
sport event that reported by ESPN, like NBA, and college basketball. In the ESPN.com, it target a specific groups of
individuals who love sports, and its cooperators also can bring more audiences
who might be not interested in sports but interested in other cooperative
companies, like Disney. Therefore, online contests and sweepstakes are effective
may to promote a brand or product.
Reference:
Belch, G., & Belch, M. (2011). Advertising and promotion: An integrated
marketing communications perspective. (9th ed.). McGraw Hill Education.
No name (February 2014)
Sales promotion, Retrieved from http://en.wikipedia.org/wiki/Sales_promotion
No name (March 2014)
ESPN, Retrieved from http://en.wikipedia.org/wiki/ESPN
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