Why the increase in Sales Promotion? Growing retailer power Declining brand loyalty ncreased promotional sensitivity Brand proliferation Fragmentation of consumer market Short-term focus Increased managerial accountability Competition Clutter C2000 Prentice Hall©2000 Prentice Hall Why the increase in Sales Promotion? Growing retailer power Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of consumer market Short-term focus Increased managerial accountability Competition Clutter