1. Communication Plan

2. Communication and Purchase Process

3. Sales Promotion Sales promotions are sales activities that supplement both personal selling and marketing, coordinating the two, and helping to make them effective.Sales promotions are sales activities that supplement both personal selling and marketing, coordinating the two, and helping to make them effective.

4. Point-of-purchase advertisingPoint-of-purchase advertising PremiumsPremiums Specialty advertisingSpecialty advertising CouponsCoupons SamplingSampling DealsDeals Forms of Sales Promotion

5. Event marketingEvent marketing Sweepstakes and contestsSweepstakes and contests Cooperative advertisingCooperative advertising Trade shows and exhibitsTrade shows and exhibits Directories and Yellow PagesDirectories and Yellow Pages Trade IncentivesTrade Incentives Forms of Sales Promotion (continued)

6. Displays prepared by the manufacturer for use where the product is sold Point-of-Purchase Advertising

7. An item other than the product, given to the purchaser as an inducement to buy. Premiums

8. Specialty Advertising A gift given to a customer to encourage a purchase.

9. Difference between premiums and specialties:Difference between premiums and specialties: –Advertising specialties are imprinted with the advertiser ’ s name, logo, or short advertising message –Specialties are given with no obligation on the part of the recipient

10. Coupons are the most popular form of sales promotion. Coupons

11. Introducing/promoting a merchandise by distributing a miniature or full-size trial package of the product freeIntroducing/promoting a merchandise by distributing a miniature or full-size trial package of the product free or at a reduced price. or at a reduced price. Sampling

12. Promotion sponsored in connection with some special event, sports, music concert, etc. Event Marketing

13. Product Licensing Commercial relationships with movies, television shows, cartoon characters, etc.Commercial relationships with movies, television shows, cartoon characters, etc.

14. Sweepstake: Prize winners are determined by chance aloneSweepstake: Prize winners are determined by chance alone Contest: Winners are selected on the basis of skillContest: Winners are selected on the basis of skill Sweepstakes and Contests

15. –Vendor Programs –Ingredient Manufacturer Co-op –Manufacturer to Wholesaler Co-op Cooperative Advertising National firm pays 50% of cost for most co-op advertising; some at 100%

16. Are most successful for sponsors with high brand recognitionAre most successful for sponsors with high brand recognition Trade Shows and Exhibits

17. Yellow PagesYellow Pages The Yellow Pages IndustryThe Yellow Pages Industry Directories and Yellow Pages

18. Press ReleasePress Release Video News ReleaseVideo News Release Social MediaSocial Media PR