Popularity of sales promotion techniques among Hong Kong advertisers - a 10 year content analysis

In the past decade manufacturers and retailers have been gradually switching from above the line mass media advertising to a variety of below the line sales promotions. Although sales promotions take up a very large share of total marketing expenditure, they remain an area with less strategic consideration or attention than any other aspect of the promotion mix (Srinivasan and Anderson 1998). The potential benefits of using sales promotions could range from giving immediacy and encouraging purchase of a product or service by changing the perceived value-for-money equation.