Digital Sales Promotion - Article Example

Under its deal with Lionsgate, Groupon will sell the tickets for the LINCOLN LAWYERS at a price of $ 6 during its two-day online promotion. Under this deal, consumers purchasing the tickets will be given a special code which will be valid through Fandango for redeeming tickets.

An interesting point in the article

Digital promotion is the point that attracts me the most. Previously, we had traditional marketing and promotional activities in which direct marketing and promotional activities were carried out. Thanks to the Internet, from the comfort of home, one can easily be reached and made aware of particular marketing and promotional activities. It is also advantageous from a company’s point of view as well. Take the example of Groupon; currently, it has direct access to more than 60 million consumers globally. In traditional offline marketing and promotional activities, reaching and remaining in constant touch with such a huge number of consumers would not be easy for a marketing and promotional company.

A link between the article and chapter points

Basically, there are two points that are simultaneously mentioned and discussed in the book and the article as well. First, in the book, on page number 279, sales promotion is defined and its two targeted markets are elaborated: consumer sales promotion and trade sales promotion. The consumer sales promotion is targeted towards the end-user or ultimate consumer market. In the article, Groupon Company has a vast number of direct 60 million online consumers.  Additionally, in the article, Lionsgate vice chairman Michael Burns describes that we are always looking for ways to reach our consumers with targeted, innovative, and cost-effective campaigns.

Coupons are discussed in both books and in the article as well. In the book, on page number 281, a coupon is defined as a certificate entitling a consumer to claim a faster price reduction while purchasing a product. In the article, it is mentioned that Groupon will provide the tickets of THE LINCOLIN LAWYERS, for $ 6 a piece during its two-day online promotional campaign. Fandango will make a promotional program under which the consumers will buy the deal on Groupon, and subsequently, they will receive a special code. This special code will be not invalid for redeeming tickets through Fandango.

In the book on page number 279, promotional campaigns using the source of the Internet are less costly. And the same point is highlighted in the article when vice Chairman Michael Burns terms its agreement with Groupon as a way to reach our consumers with cost-effective campaigns.