Sales promotions as strategic communication: the case of Singapore

Although an integral component of many marketing communications strategies, relatively little has been written about the management of consumer sales promotions. Explores a framework that examines the relative importance of key factors on managers’ use of two consumer promotional tools: coupons and lucky draws. The results show that brand managers use trade and consumer sales promotions more extensively than media advertising, but do not consider sales promotions to be more effective in meeting objectives. The current sample of Singaporean supermarket managers heavily favors price‐oriented over non‐price promotions. Concludes that managerial use of sales promotions is influenced primarily by competition and short‐term pressures. The findings provide tentative support for the proposed framework.