While many companies are spending more money on sales promotion than on media advertising, it is difficult to say just what percentage of a firm' s overall promotional budget should beallocated to advertise versus consumer- and trade-oriented 1promotions. This relocation depends on a number of factors, 2including the specific promotional objectives of the campaign, the market and competitive situation, and the brand's stage in its life cycle. Consider, for example, what allocation of the promotional 3budget may vary according to a brand's stage in the product life cycle. In the introductory stage, a large amount of the budget may be allocated to sales promotion techniques such as sampling andcouponing to induce trial. In the growth stage, moreover, 4promotional dollars may be used primarily for advertising to stressbrand differences and keep the brand name in competitors' minds. 5When a brand moves to the maturity stage, advertising is primarilya reminder to keep consumers aware the brand. Consumer-oriented 6sales promotions such as coupons, price-offs, premiums, and bonus packs may be needed periodically to maintain consumer loyalty, attract new users, and protect against competition.Trade-oriented promotions needed to maintain shelf space and 7accommodate retailers' demands for better margins as long as 8encourage them to promote the brand. A study on the synergistic effects of advertising and promotion examined a brand in themature phase of its life cycle and has found that 80 percent of its 9sales at this stage was due to sales promotions. When a brand 10enters the decline stage of the product life cycle, most of the promotional support will probably be removed and expenditures on sales promotion are unlikely.