promotional mix strategies push versus pull and more to gain trial among nonusers of a brand service increase repeat purchase or multiple purchases expand usage by suggesting new uses defend share against competition support advertising campaign theme image distribution dealer retailer cooperation short term vs long goals relationships sales promotion creating an immediate sale is the primary objective extra incentives enhance movement helps selling process direct inducement that offers value incentive force distributors ultimate consumer stimulates channel involvement increasingly gimmicks are going away scanning data step up challenge real building kind sparks genuine interest contribute marketing events product licensing influences strategy calls for using trade spending on build demand persuade wholesalers retailers carry brands give shelf space promote in coop be careful those big displays at end
