Often reduced to a price reduction, sales promotion is very often presented as a commercial technique with damaging effect on brand value. We propose a broader view of this question and first explain why sales promotion can increase price elasticity and so reduce profitbility associated with advertising expenses. Then we show that sales promotion is part of an integrated communication approach and by its uniqueness and its involving power can contribute to the brand image in a very accountable way.
DESMET, P. (2003). Promotion des ventes et capital marque. Revue Française de Gestion, pp. 175-185.