IMC managers have different objectives when they use various sales promotion tools to motivate consumers. Marketers also have diverse objectives for using trade promotions which are targeted to retailers and other channel members.$$Perhaps the biggest difference between consumer versus trade$-$oriented promotions is that trade promotions primarily seek to motivate the trade to stock and promote the marketers products and thus push them through the channels while consumer$-$oriented promotions are designed to incentivize consumers to purchase the product and pull them through.

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This activity is important because as a marketing or IMC manager, you need to understand different objectives for employing trade promotions. Vast amounts of money are spent by marketers to push products through channels of distribution, but not all spending is designed to achieve the same results.

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The goal of this activity is to demonstrate your understanding of the different objectives a firm might have in incentivizing the trade to stock and promote its products.

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Read the descriptions of objectives related to using trade promotions and then match each with the example that best illustrates it$.$

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