Copywriting

Document Sample
Copywriting Powered By Docstoc
					Sales Promotion, Events,
   and Sponsorships

  Part 5: Integration and Evaluation
              Chapter 16
              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



                                         16 - 2
                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
                                              16 - 3
 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




                                                16 - 4
     Growth in Sales Promotion
• Pressure for short-term   Move to Sales Promotion
  profits                   • Consumer behavior
• Need for accountability   • Pricing
• Easy to evaluate          • Market share
                            • Parity products
                            • Power of the retailer




                                                16 - 5
       Consumer Promotions
• Price deals           • Temporary price
                          reduction or sale price
• Coupons
                           –   Cents-off
• Refunds and rebates      –   Price-pack deals
• Sampling                 –   Bonus packs
                           –   Banded packs
• Contests and
  sweepstakes
• Premiums
• Specialties
                                                  16 - 6
       Consumer Promotions
• Price deals           • Provide a discount on
                          the price of the product
• Coupons
                           – Retailer
• Refunds and rebates      – Manufacturer
• Sampling
• Contests and
  sweepstakes
• Premiums
• Specialties
                                                16 - 7
       Consumer Promotions
• Price deals           • Marketer’s offer to
                          return a certain amount
• Coupons
                          of money to the
• Refunds and rebates     consumer
• Sampling
• Contests and
  sweepstakes
• Premiums
• Specialties
                                               16 - 8
       Consumer Promotions
• Price deals           • Allowing the consumer
                          to try the product or
• Coupons
                          service
• Refunds and rebates
• Sampling
• Contests and
  sweepstakes
• Premiums
• Specialties
                                             16 - 9
       Consumer Promotions
• Price deals           • Create excitement by
                          promising something
• Coupons
                          for nothing
• Refunds and rebates   • Contests based on skill
• Sampling                or ability
• Contests and          • Sweepstakes based on
  sweepstakes             luck

• Premiums
• Specialties
                                               16 - 10
       Consumer Promotions
• Price deals           • Tangible reward for a
                          particular act
• Coupons
                        • Work by adding value
• Refunds and rebates     to the product
• Sampling                 –   Store premiums
• Contests and             –   In-pack premiums
                           –   On-pack premiums
  sweepstakes
                           –   Container premiums
• Premiums              • Self-liquidating
• Specialties
                                                    16 - 11
       Consumer Promotions
• Price deals           • Presents the brand’s
                          name on something that
• Coupons
                          is given away as a
• Refunds and rebates     reminder
• Sampling
• Contests and
  sweepstakes
• Premiums
• Specialties
                                             16 - 12
    How to Use Consumer Promotions
•   Awareness
•   Trial
•   Maintain or increase market share
•   Brand reminder




                                        16 - 13
          Trade Promotions
• Point-of-purchase      • Manufacturer-designed
  display                  display distributed to
                           retailers
• Retailer kits
                         • Retailers use the
• Trade incentives and     displays to call their
  deals                    customer’s attention to
• Contests                 product promotions

• Trade shows and
  exhibits
                                               16 - 14
          Trade Promotions
• Point-of-purchase      • Materials that support
  display                  retailer’s selling efforts
                           or help representatives
• Retailer kits            make sales calls on
• Trade incentives and     prospective retailing
  deals                    customers
• Contests
• Trade shows and
  exhibits
                                                  16 - 15
          Trade Promotions
• Point-of-purchase      • When a manufacturer
  display                  rewards a seller
                           financially for purchase
• Retailer kits            or support
• Trade incentives and      – Buying allowances
  deals                     – Advertising allowances

• Contests
• Trade shows and
  exhibits
                                                  16 - 16
          Trade Promotions
• Point-of-purchase      • Advertisers can develop
  display                  contests and
                           sweepstakes to motivate
• Retailer kits            resellers
• Trade incentives and   • Contests far more
  deals                    common
• Contests
• Trade shows and
  exhibits
                                               16 - 17
          Trade Promotions
• Point-of-purchase      • When companies in the
  display                  same industry gather to
                           present and sell their
• Retailer kits            merchandise and to
• Trade incentives and     demonstrate products
  deals
• Contests
• Trade shows and
  exhibits
                                               16 - 18
   How to Use Trade Promotion
• Two primary roles for a   • Demand: Push-and-Pull
  trade promotion             strategies
   – Trade support            –   Bonuses
   – Excitement               –   Dealer loaders
                              –   Buying allowances
                              –   Advertising allowances
                              –   Cooperative advertising
                              –   Display allowance
                            • Attention
                            • Motivation
                            • Information
                                                      16 - 19
Promotions That Cross the Lines
• Promotion techniques      • Sponsorships and event
  that blur the lines         marketing
  between promotions,       • Other promotional
  advertising, and public     support
  relations                 • Interactive and Internet
                              promotions
                            • Loyalty programs
                            • Partnership programs


                                                   16 - 20
            Promotion Strategy
•   Promotion objectives
•   The issue of brand building
•   Promotion integration
•   Promotion effectiveness




                                  16 - 21

				
DOCUMENT INFO