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  • Sales Promotion

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    Saba Khan
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    This document outlines the key topics discussed in Chapter 15 on sales promotion, including consumer and trade promotions, promotions that cross promotion lines, and promotion strategies. Consumer promotions include price deals, coupons, rebates, sampling, special events, contests and sweepstakes to build awareness, encourage trials, maintain market presence, and act as brand reminders. Trade promotions target retailers and include point-of-purchase displays, retailer incentives, contests, and trade shows. The chapter also discusses sponsorships, interactive promotions, loyalty programs, and evaluating promotion effectiveness.

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    This document outlines the key topics discussed in Chapter 15 on sales promotion, including consumer and trade promotions, promotions that cross promotion lines, and promotion strategies. Consumer promotions include price deals, coupons, rebates, sampling, special events, contests and sweepstakes to build awareness, encourage trials, maintain market presence, and act as brand reminders. Trade promotions target retailers and include point-of-purchase displays, retailer incentives, contests, and trade shows. The chapter also discusses sponsorships, interactive promotions, loyalty programs, and evaluating promotion effectiveness.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    3 views8 pages

    Sales Promotion

    Uploaded by

    Saba Khan
    This document outlines the key topics discussed in Chapter 15 on sales promotion, including consumer and trade promotions, promotions that cross promotion lines, and promotion strategies. Consumer promotions include price deals, coupons, rebates, sampling, special events, contests and sweepstakes to build awareness, encourage trials, maintain market presence, and act as brand reminders. Trade promotions target retailers and include point-of-purchase displays, retailer incentives, contests, and trade shows. The chapter also discusses sponsorships, interactive promotions, loyalty programs, and evaluating promotion effectiveness.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 8

    Chapter 15

    Sales Promotion
    Outline Sales promotion Customer and trade promotions Promotions that cross the lines Promotion strategies

    Sales Promotion
    Changes in the promotion industry Reasons for the growth of sales promotion Categories of sales promotion

    Chapter 15: Sales Promotion

    Consumer and Trade Promotions


    Consumer promotions A guide to consumer sales promotions
    Price deals Coupons Refunds and rebates Sampling Special events Contests and sweepstakes Premiums and specialties

    Chapter 15: Sales Promotion

    Consumer and Trade Promotions


    How to use consumer promotions
    Awareness Trial Maintain market presence Brand reminder

    Chapter 15: Sales Promotion

    Consumer and Trade Promotions


    Trade promotions A guide to trade promotions
    Point-of-purchase Retailer (dealer) kids Trade incentives and deals Contests Trade shows and exhibits

    Chapter 15: Sales Promotion

    Consumer and Trade Promotions


    How to use trade promotion
    Demand: push and pull strategies Attention Motivation Information

    Chapter 15: Sales Promotion

    Promotions that Cross the Lines


    Sponsorships and event marketing
    Sponsorships Event marketing Aerial advertising support

    Interactive and Internet promotions Loyalty programs Partnership programs


    Licensing and Tie-ins

    Chapter 15: Sales Promotion

    Promotion Strategies
    Promotion objectives Brand building Promotion integration Determining promotion effectiveness
    Payout planning Design and performance

    Chapter 15: Sales Promotion

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