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The sales promotion division, headed by the promotion director, is concerned with any activity that a store uses to influence the sale of merchandise or services. The usual activities of retail sales promotion include advertising, display, publicity, special events, and fashion shows. The basic function of retail sales promotion is to communicate information about the store and its merchandise and present to potential customers and to bring those customers into the store with a desire to buy.
The sales promotion division is often divided into three departments: (1) advertising. (2) Public Relations. (3) Visual Merchandising. The Advertising department is responsible fort planning, preparing, and placing advertisements in the media. Most stores handle their own print advertising but may use as outside advertising agency to prepare ads for more specialized media such as television or video.
The public relations department includes special events and publicity. Public relation is concerned with broad-range policies and programs to create favorable public opinion about a firm. Public relation covers everything a store does to influence public opinion about the store. Publicity is a tool used to create favorable public opinion.
Visual Merchandising is the visual presentation of the store and its merchandise. Visual merchandising includes window and interior display, signs and posters arrangement of merchandise with the store. The visual merchandising department may include separate areas of window display, interior display, and the sign shop. In addition, store planning and design may be part of this division. Competition has made sales promotion very important. Many stores carry the same merchandise and offer the same services. It disseminates information about the store and its merchandise, generate interest among present and potential store customers, and build customer loyalty.
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