 fourth element of promotion mix is sales promotion where we discussed about other methods and other elements sales promotion is also a key role there sales promotion is all communication which we discussed in public relations, advertising or personal selling whatever activities we do to sell the product to the customer to sell the services, goods to the customer to encourage the customer to buy the product all the activities come in the perspective of sales promotion what is the objective of retailer for sales promotion I share in front of you the first objective of retailer is to increase sales volume short term sales volume increases when you promote sales so may 1st objective is about increasing sales then 2nd objective is about maintaining customer loyalty for retailer it is very important to build loyalty along with sales so the more promotions you do ultimately the more your customer loyalty will be built the customer will be connected and engaged with you and you will get more chance to increase the business then 3rd objective is to emphasize novelty there are many chances the objective of retailer is to build novelty you can emphasize novelty if the sales promotion is done then he will get chance to meet that objective and complementing other promotional tools any promotional tool which you are using always complements sales promotions so that your revenue can be achieved so that your loyalty can be built and your store image can be improved different objectives of sales promotion as we discussed there are some advantages and disadvantages of this element of promotional mix let me take you through one by one so if we talk about the advantages of sales promotion the first advantage is eye catching appeal so sales promotion is always eye catching so you can use distinctive tool differentiated tool of promoting your sales additional value for the customer so whatever you are offering in terms of promotion that is creating additional value for customers then it also helps in drawing a customer traffic encourages customer traffic build customer loyalty build impulse purchase increase and create experience for customer create fun for customer because if the customer will feel home the customer will buy more so sales promotion one other advantage is that you can create that it creates fun for the customer one of the key disadvantages of sales promotion is that it is very difficult to terminate when you apply sales promotion then terminate it creates a lot of disliking in the eyes of the customer so retailer has to take this step choose this element that I have to go on this promotion or if I have to terminate it then what stage I have to offer this thing has to be very much ready with the retailer then possible damage to retailer image when you do sales promotion then there is a possibility that your original image will be damaged then more stress on other selling points so this also happens that if you have the promotion on the grocery then maybe on beverages, detergents soap, powder on all other categories more pressure comes on the sales which is of course unjustified sales promotion effects are short term of course retailer has to see what I have to do to take the short term benefit and used as a supplement important thing is that sales promotion normally is used as a supplement retailer where they feel their energy level is decreasing their sales volume is dropping if they are not getting the sales volume as expected then that supplement of sales promotion adds so that they can become business so of course the cost of the supplement the life of the supplement its effectiveness is not like that short term benefit is available but retailer has to evaluate that I have to take this element of promotion mix or not so retailer has 4 options promotion mix which we have discussed starting from the advertising personnel selling, public relationing and sales promotion you have to take this decision that how to take this promotion mix so that I can generate more turnover, profitability customer loyalty and at the end of the day I can improve my image if it is successful so of course its life span its likelihood in the eyes of the customer it will be much better improved and ultimately it will result in high turnover high profitability high loyalty and high customer image