Strengths: targeted, provides hard copy

Limitations: expensive, less effective with younger consumers

Definition: Temporary reductions in price to encourage customers to buy more

Limitations: Price reductions will reduce the gross profit on each item sold. There could be a negative impact on brand reputation

Definition: These are a more versatile and better-focused way of offering a price discount

Possible limitations: Could just encourage consumers to buy what they would've bought anyway. Retailers may lack inventory. Price reduction may be too small.

Definition: encourage repeat purchases and discourage customers to buy from competitors

Possible limitations: cuts gross profit, administration costs, loyalty impact is reduced

Definition: offered when the receipt is returned to the manufacturer

Possible limitations: Consumers disincentivised to complete a form, may have delays

Definitions: Encourages multiple purchases

Possible limitations: Substantial reduction in GPM, consumers may think normal price is too high

Definition: Maximum impact on consumer behavior is achieved by attractive, informative and well-positioned instore displays

Possible limitations: Only available to market leaders

Can be low cost

Easy to evaluate success of campaign by checking response rates

Can be outsourced to an agency

Lower cost than personal selling

Easy to monitor response/rejection rate

Sales success rates often high with skilled employees

Used for expensive industrial products

Worldwide coverage

Low cost

Easy to track and measure results

Personalisation

Builds customer loyalty

Content marketing

Convenience increases sales

Time-consuming

Skills and training needed

Global competition

Complaints and feedback