Chapter 11
[Pages:18]11-1
Chapter 11
Sales Promotion and Point of Purchase
11-2
1. Explain the importance and growth of sales promotion. 2. Describe the main sales promotion techniques used in
the consumer market. 3. Describe the main sales promotion techniques used in
the trade channel and business markets. 4. Identify the risks to the brand of using sales
promotion. 5. Understand the role and techniques of point-of-
purchase advertising. 6. Describe the role of support media in a
comprehensive integrated marketing communication plan.
11-3
Role of Sales Promotion
? Sales promotions use incentives to motivate action by ? consumers ? members of the trade channel ? business buyers
? Sales promotions serve different purposes than mass-media advertising does, and many companies spend more on sales promotions than ever before.
? Reasons for greater reliance on promotions include: ? pressure on marketing managers for greater accountability ? short-term marketing orientations ? deal-prone shoppers ? brand proliferation ? the increasing power of large retailers ? media clutter
11-4
Role of Sales Promotion, Continued
Exhibit 11.1 Complementary Roles
11-5
Role of Sales Promotion, Continued
11-6
Consumer Sales Promotion
? Objectives for consumer-market sales promotions include: ? stimulate trial purchases ? stimulate repeat purchases ? introduce a new brand ? contribute to IMC effort ? combat or disrupt competitors' strategies ? stimulate larger purchases
11-7
Consumer Sales Promotion, Continued
Exhibit 11.2 Objectives for Consumer-Market Sales Promotion
11-8
Consumer Sales Promotion, Continued
? Techniques for consumer-market sales promotions include: ? Coupons, price-off deals, phone and gift cards, and premiums (free and self-liquidating) and advertising specialties provide obvious incentives for purchase. ? Contests, sweepstakes, and product placements can be excellent devices for stimulating brand interest. ? Trial offers and a variety of sampling techniques help get a product into the hands of the target audience: ? in-store sampling ? door-to-door sampling ? mail sampling ? newspaper sampling ? on-package sampling ? mobile sampling
? Rebates and frequency programs provide rewards for repeat purchase.
................
................
In order to avoid copyright disputes, this page is only a partial summary.
To fulfill the demand for quickly locating and searching documents.
It is intelligent file search solution for home and business.
Related download
- sales promotion and brand loyalty some new insights
- sales promotion university of texas at dallas
- a handy guide to uk advertising and sales promotion law
- chapter 3 literature review of sales promotion schemes and
- the impact of sales promotion on brand equity the case of
- notice of charitable sales promotion
- advertising and sales promotion
Related searches
- chapter 11 psychology answers
- philosophy 101 chapter 11 quizlet
- developmental psychology chapter 11 quizlet
- chapter 11 psychology quizlet answers
- psychology chapter 11 quiz quizlet
- chapter 11 personality psychology quizlet
- chapter 11 management quizlet
- 2 corinthians chapter 11 explained
- 2 corinthians chapter 11 kjv
- chapter 11 lifespan development quizlet
- the outsiders chapter 11 12
- chapter 11 and pension plans