The Role of Sales Promotion: A Multi-Cultural Comparison between Australia and Portugal

Abstract

The study examines the claimed objectives and actual sales promotion techniques used in two countries, in consideration of the explanations for why sales promotion is used. Both studies found that to some degree, sales promotion is claimed to be used for brand enhancement, but in reality is used for competitive purposes. This was more strongly in evidence in the Portugal study. There is uncertainty as to why competitive motivations are not claimed, but the authors suggest it may be related to the way managers wish to be perceived (proactive rather than reactive). A definition of sales promotion that accomodates the research findings is also included, together with some recommendations for management.