Definition of Sales Promotion : 

Sales promotion refers to short-term incentives offered to stimulate on-the-spot buying. Literal meaning of sales promotion is to increase the sale of any good or service. 

According to Roger A. Strong : 

Sales promotions are short-term incentives to encourage purchase or sale of a product of service. 

According to George W. Hopkins : 

All those organised efforts which help to make advertisement and sales process effective are known as sales promotion. 

Objectives of Sales Promotion are :

• Sales promotion aims at stimulating demand by encouraging and persuading new and existing customers to buy the product. 
• Builds Goodwill : 

Sales promotion helps in creating distinct identity of the product by differentiating it from competitor’s product. Superiority of the product is created to build a good image of the product and the firm.

•  Educates customers : 

Sales promotion informs the prospective buyers about the availability, features, uses, utility of new products. 

• Stabilises sales : 

In the modem days of competition, sales promotion activities help in stabilising the sales volume. It helps to maintain sales during off season and in facing the competitors.

•   Maintains relations : 

It helps in maintaining cordial relations with customers, public and dealers.

• Facilitates marketing control : 

It is possible to analyse the cost incurred and benefits derived from sales promotion. Therefore, the management of a company can keep an effective check on the results achieved through sales promotion schemes.