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• Sales promotion• Customer and trade promotions• Promotions that cross the lines• Promotion strategies
Chapter 15
Sales Promotion
Chapter 15: Sales Promotion 2
• Changes in the promotion industry• Reasons for the growth of sales
promotion• Categories of sales promotion
Sales Promotion
Chapter 15: Sales Promotion 3
• Consumer promotions• A guide to consumer sales promotions
– Price deals
– Coupons
– Refunds and rebates
– Sampling
– Special events
– Contests and sweepstakes
– Premiums and specialties
Consumer and Trade Promotions
Chapter 15: Sales Promotion 4
• How to use consumer promotions– Awareness
– Trial
– Maintain market presence
– Brand reminder
Consumer and Trade Promotions
Chapter 15: Sales Promotion 5
• Trade promotions• A guide to trade promotions
– Point-of-purchase
– Retailer (dealer) kids
– Trade incentives and deals
– Contests
– Trade shows and exhibits
Consumer and Trade Promotions
Chapter 15: Sales Promotion 6
• How to use trade promotion– Demand: push and pull strategies
– Attention
– Motivation
– Information
Consumer and Trade Promotions
Chapter 15: Sales Promotion 7
• Sponsorships and event marketing– Sponsorships– Event marketing– Aerial advertising support
• Interactive and Internet promotions• Loyalty programs• Partnership programs
– Licensing and Tie-ins
Promotions that Cross the Lines
Chapter 15: Sales Promotion 8
• Promotion objectives• Brand building• Promotion integration• Determining promotion effectiveness
– Payout planning
– Design and performance
Promotion Strategies
