Presentation on theme: "Retail Promotion Mix Sales Promotion Advertising Personal Publicity"— Presentation transcript:
1 Retail Promotion Mix Sales Promotion Advertising Personal Publicity SellingPublicity
2 The Retail Promotion Mix Advertising:Is paid, nonpersonal communication through various media to inform or persuade members of a particular audience; includes communication of products, services, institutions, and ideas.
3 The Retail Promotion Mix Sales promotion:Involves the use of media and nonmedia marketing pressure applied for a predetermined, limited period of time at the level of consumer, retailer, or wholesaler in order to stimulate trial, increase consumer demand, or improve product availability.
4 The Retail Promotion Mix Publicity:Is non-paid-for communications of information about the company or product, generally in some media form.
5 The Retail Promotion Mix Personal selling:Involves a face-to-face interaction with the consumer with the goal of selling consumer merchandise or services.
6 Sales Promotion Examples CouponsPrice-off dealsPremiumsContests/sweepsSamples and trialsPhone gift cardsRebatesFrequency programsEvent sponsorship
7 Objectives for Consumer-Market Sales Promotion 1. Stimulate trial purchase2. Stimulate repeat purchases3. Stimulate larger purchases4. Introduce a new brand5. Combat or disrupt competitors
8 Sales Promotion! What is sales promotion anyway? Why do it? Who does it?How do you do it?
9 WHAT? Sales Promotion is a form of Communication The sale of a product, fashion or otherwise, occurs only when it meets or satisfies the customer’sNEEDSWANTSDESIRES
10 WHY? build customer loyalty disseminate information Establish or reinforce a company’s image
11 WHY? To sell an idea, product or service The Objective of Sales Promotion isTo sell an idea, product or servicearouses the buying impulse by addressing the customer’s basic needsgiving reasons to buyperking interestEncouraging action
12 WHO?Retailers use sales promotion to bring traffic into their stores, and it includes advertising, sales promotion, publicity, and personal selling.
13 WHO?Manufacturers use incentives to induce the trade and/or consumers to buy a brand and encourage sales force to aggressively sell it by creating a perception of greater brand value.
14 HOW? Targeting and research are essential FIRST! Who are you selling to?What do they want?What do they care about it?Who do they want to be?
15 Sales Promotion vs. Advertising Short term demand vs. long term demandEncourage brand switching vs. brand loyaltyInduce trial use vs. encourage repeat purchasePromote price vs. promote imageImmediate results vs. long term effectsMeasurable results vs. difficult to measure
16 Advertising spending as a percentage of total marketing communications expenditures has declined in recent years.Promotional spending, however, has steadily increased.
17 What does A.I.D.A stand for? Attention – get them to notice youInterest – make them want to know moreDesire – now they want your productAction – they actually purchase it!