SALES PROMOTION AS AN ELEMENT OF MARKETING COMMUNICATIONS OF A RETAIL NETWORK

Abstract

Sales promotion has a special place in the marketing communications system. Advertising in traditional media has been losing its popularity lately, so modern manufacturers of FMCG products have to form and maintain awareness of their brands through the launch of promotions, tastings, sweepstakes in retail chains. Such decisions on assigning a dominant role to sales promotion tools are in most cases economically justified, communicatively beneficial, and in some cases the only correct one.