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Sales Promotion, Events, and Sponsorships Part 5: Integration and Evaluation Chapter 16.

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Presentation on theme: "Sales Promotion, Events, and Sponsorships Part 5: Integration and Evaluation Chapter 16."— Presentation transcript:

1 Sales Promotion, Events, and Sponsorships Part 5: Integration and Evaluation Chapter 16

2 Chapter Outline I.Chapter Key Points II.The Practice of Sales Promotion III.Consumer Promotions IV.Trade Promotions V.Promotions that Cross the Line VI.Promotion Strategy

3 Key Points Explain the principles that drive the use of sales promotion List and explain the use of various consumer promotions Summarize the types and purposes of trade promotions Describe the use of other types of promotions Explain the strategic use of promotions in marketing

4 The Practice of Sales Promotion A marketing discipline that utilizes a variety of incentive techniques to structure sales-related programs that generate a specific, measurable action or response

5 Growth in Sales Promotion Pressure for short-term profits Need for accountability Easy to evaluate Move to Sales Promotion Consumer behavior Pricing Market share Parity products Power of the retailer

6 Consumer Promotions Price deals Coupons Refunds and rebates Sampling Contests and sweepstakes Premiums Specialties Temporary price reduction or sale price –Cents-off –Price-pack deals –Bonus packs –Banded packs

7 Consumer Promotions Price deals Coupons Refunds and rebates Sampling Contests and sweepstakes Premiums Specialties Provide a discount on the price of the product –Retailer –Manufacturer

8 Consumer Promotions Price deals Coupons Refunds and rebates Sampling Contests and sweepstakes Premiums Specialties Marketers offer to return a certain amount of money to the consumer

9 Consumer Promotions Price deals Coupons Refunds and rebates Sampling Contests and sweepstakes Premiums Specialties Allowing the consumer to try the product or service

10 Consumer Promotions Price deals Coupons Refunds and rebates Sampling Contests and sweepstakes Premiums Specialties Create excitement by promising something for nothing Contests based on skill or ability Sweepstakes based on luck

11 Consumer Promotions Price deals Coupons Refunds and rebates Sampling Contests and sweepstakes Premiums Specialties Tangible reward for a particular act Work by adding value to the product –Store premiums –In-pack premiums –On-pack premiums –Container premiums Self-liquidating

12 Consumer Promotions Price deals Coupons Refunds and rebates Sampling Contests and sweepstakes Premiums Specialties Presents the brands name on something that is given away as a reminder

13 How to Use Consumer Promotions Awareness Trial Maintain or increase market share Brand reminder

14 Trade Promotions Point-of-purchase display Retailer kits Trade incentives and deals Contests Trade shows and exhibits Manufacturer-designed display distributed to retailers Retailers use the displays to call their customers attention to product promotions

15 Trade Promotions Point-of-purchase display Retailer kits Trade incentives and deals Contests Trade shows and exhibits Materials that support retailers selling efforts or help representatives make sales calls on prospective retailing customers

16 Trade Promotions Point-of-purchase display Retailer kits Trade incentives and deals Contests Trade shows and exhibits When a manufacturer rewards a seller financially for purchase or support –Buying allowances –Advertising allowances

17 Trade Promotions Point-of-purchase display Retailer kits Trade incentives and deals Contests Trade shows and exhibits Advertisers can develop contests and sweepstakes to motivate resellers Contests far more common

18 Trade Promotions Point-of-purchase display Retailer kits Trade incentives and deals Contests Trade shows and exhibits When companies in the same industry gather to present and sell their merchandise and to demonstrate products

19 How to Use Trade Promotion Two primary roles for a trade promotion –Trade support –Excitement Demand: Push-and-Pull strategies –Bonuses –Dealer loaders –Buying allowances –Advertising allowances –Cooperative advertising –Display allowance Attention Motivation Information

20 Promotions That Cross the Lines Promotion techniques that blur the lines between promotions, advertising, and public relations Sponsorships and event marketing Other promotional support Interactive and Internet promotions Loyalty programs Partnership programs

21 Promotion Strategy Promotion objectives The issue of brand building Promotion integration Promotion effectiveness


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