Incentives change how customers and channel partners perceive the product's value.
Sales promotion creates a sense of urgency, stimulating the target audience to respond quickly.
When properly blended into the IMC strategy, sales promotion contributes to brand equity. Marketers now spend more of their IMC budgets on sales promotion than on advertising. Organizational customers such as channel partners, who are referred to as the trade. Salespeople and internal customers. How Sales Promotion Builds Consumer Relationships 1.