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Sales promotions

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					Sales promotions
   Basic types
   Reasons for growth
       Retailer power
       Brand loyalty
       Brand proliferation
       Retailers like them
       Media advertising costs
       Results
Advertising vs. Sales promotions
   Advertising               Sales promotions
       Emotion                   Action
       Information               Rational appeal
       Image                     Tangible incentive
                                  Short-term
       Intangible value
                                  Breaks down loyalty
       Builds loyalty
                                  Counter-acts
       Extended time              competition
                                  Introducing new
                                   brands
Consumer-oriented: Samples
   Best uses of sampling
   Operant or instrumental conditioning
       Behavior followed by reward
       Increases probability of repeating behavior
       Wean off incentives
Methods of distributing samples
   Door-to-door
   In-store
   Mail
   On-package
   Event sampling
   Media-delivered
   Gift packs
   Internet
Coupons
   Statistics
   Purposes:
       Segment customers
       Trial of new brand and re-purchase
   Misredemption problems
Types of coupons
   FSI
   Direct mail
   Print media
   In- or On-Package
   Instant
   In-Store
   Argument for EDLP
Other promotions
   Premiums
       Free, mail-in, self-liquidators
   Contests
   Sweepstakes
       Characteristics of a “good” sweepstakes
   Refunds vs. rebates
   Bonus packs
   Price-offs
   Frequency programs
   Event marketing
   Ambush or guerilla marketing
Trade promotions
   Contests
   Push money (spiffs)
   Buying allowance
   Promotional allowance (cooperative advertising)
   Slotting allowance
   Displays or POP (planograms)
   Trade Shows

				
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