What is trade promotion in category management?

Trade promotion in category management refers to the strategies employed by manufacturers and retailers to boost product visibility and sales at retail locations through various promotional activities. The correct answer highlights that these advertising campaigns are specifically aimed at enhancing the visibility of products within a retail environment.

By using promotional tools such as discounts, special events, or featured displays, manufacturers can incentivize retailers to prioritize their products, hence attracting consumer attention and encouraging purchases. This method serves as a collaboration between the manufacturers and retailers to align objectives — increasing sales for the manufacturer while also driving foot traffic and sales for the retailer.

The other options, while related to marketing, do not encapsulate the essence of trade promotion in the context of category management. Direct marketing to consumers focuses on communicating directly with the end-user, while seasonal discounts for each product and in-store demonstrations are specific tactics that can be part of broader promotional strategies but do not fully represent the comprehensive nature of trade promotion aimed at enhancing retailer engagement and product visibility.