According to Basu Swastha. (1999) The term sales are often used synonymously with the term even though that meant promotion campaign. Sales only covers the activities of transfer of goods / services or the use of the seller only, and there is no advertising activities or other activities aimed at stimulating demand. So, sales are only part of promotional activities.
While according to Indriyo G. (1994) is the sales promotion activities of the company to peddle products that it markets so that consumers will be easier to see and even by way of placement, and certain settings, the products will attract consumers’ attention.
According to Lamb, Hair and McDaniel (2001) is a sales promotion marketing communications activities, other than advertising, personal selling, and public relations, whereby short-term incentives to motivate consumer and distribution channel members to purchase goods or services immediately, with prices that or by raising the low added value.
Target sales promotions are usually better than the attitudes affect behavior. Purchase immediately is the purpose of sales promotion, irrespective of any kind was taken. Therefore, it seems more plausible when planning a sales promotion campaign to target customers in connection with the general behavior. For example, if consumers loyal to your products or your competitor’s product terahadap? Whether consumers will switch brands in order to find a better deal? Whether consumers will buy only the least expensive product only, no matter what? Will consumers buy every product ketegori products altogether? (Lam, Hair and McDaniel, 2001).
Sales promotion consists of a collection of tips on different incentives, mostly short term, designed to encourage the purchase of a faster and / or greater than some products / services specified by the customer or the customer (Kotler, 2000).
According Teguh Budianto and Fandy C. (1997) sales promotion campaign is an incentive tool for consumers to immediately make a purchase, are generally short term. Sales promotion can be either individual or non individual.
Based on the target, sales promotions can be classified into:
1. Consumer promotions, such as product samples, kopun prizes, free gifts, rebates, warranties, guarantees, after-sales services, demonstrations, and so forth.
2. Promotion of trade, such as credit purchases, gift purchasing, joint advertising, joint displays, contests seller, and so forth.
3. Business promotion, misahiya sponsor performances, demonstrations and demonstrations in trade shows, sales contests, prizes and sales in a guessing game and so forth.