2. Whereas advertising gives a reason to buy, SP gives an incentive to buy It is part of the Marketing spend of all companies and these days SP spends in many companies exceed that of the adspends
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12. SP spurs action because they are supposed to run for a limited time While the advertising budgets are controlled by the brand managers, SP budgets usually are controlled by the sales managers
13. The more the product’s quality and its advertising persuasiveness fail to meet competition, the greater is the need for promotion to improve the price – value relationship
