Communication Plan

Communication and Purchase Process

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

Forms of Sales Promotion Point-of-purchase advertising Premiums Specialty advertising Coupons Sampling Deals

Forms of Sales Promotion (continued) Event marketing Sweepstakes and contests Cooperative advertising Trade shows and exhibits Directories and Yellow Pages Trade Incentives

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

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

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

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

Coupons Coupons are the most popular form of sales promotion.

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

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

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

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

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

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

Directories and Yellow Pages The Yellow Pages Industry

PR Press Release Video News Release Social Media