Clearly define the term sales promotion. Discuss the importance of Trade Fairs as part of sales promotion.

Sales promotion:   refers to the process whereby the demand for the products of a business enterprise is created in an attempt to increase sales.  It has to do with informing the consumers about the existence of a particular product, its quality and features, places of availability as well as the price of the product.


Importance of Trade fairs.

  • It’s a means of advertising products to the wholesale and retail trade
  • Brings new products on view to create a demand
  • Builds up an advance order book within the trade and hence ensure continuity of production over a period of time
  • Enables new business contacts to be made

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