Sales Promotion English Advertising WTUC

Definition Sales promotion is the process of persuading a potential customer to buy the product. It can be part of the personal selling process.

Sales promotion is the process of persuading a potential customer to buy the product. It can be part of the personal selling process.

Direct Inducements Money Prizes Extra products Gifts Specialized information

Money

Prizes

Extra products

Gifts

Specialized information

In exchange for Buying the product/service now Buying more Visiting a store Requesting literature (pamphlets) Displaying a product Taking some other action

Buying the product/service now

Buying more

Visiting a store

Requesting literature (pamphlets)

Displaying a product

Taking some other action

Positive Effects Adds value to the brand (people buy more) Maximizes sales volume (short term) Motivate customers to try new product or brand

Adds value to the brand (people buy more)

Maximizes sales volume (short term)

Motivate customers to try new product or brand

Negative Effects Reduce profitability (high cost of promotional activities) Affects brand attitudes, brand image and quality Draws competitors into a price war

Reduce profitability (high cost of promotional activities)

Affects brand attitudes, brand image and quality

Draws competitors into a price war

Consumer Promotions Point-of-purchase materials Coupons Electronic coupons Convenience cards Cents-off promotions Refunds Rebates Premiums Sampling Combination offers Contests Sweepstakes

Point-of-purchase materials

Coupons

Electronic coupons

Convenience cards

Cents-off promotions

Refunds

Rebates

Premiums

Sampling

Combination offers

Contests

Sweepstakes

Point-of-Purchase (POP) Window displays Counter displays Floor Wall racks to hold merchandise Streamers Posters

Window displays

Counter displays

Floor

Wall racks to hold merchandise

Streamers

Posters

POP New Approaches Shopping carts Grocery aisle floors On-shelf coupon dispensers Advertising jingles (in store- when refrigerator doors open) Kiosks

Shopping carts

Grocery aisle floors

On-shelf coupon dispensers

Advertising jingles (in store- when refrigerator doors open)

Kiosks

POP: Media Cart http://www.mediacart.com/images/mc_cpgwatchvideo.jpg

http://www.inhousestudio.net/images/port_pop_radioshack.jpg

Stand http://www.arken-pop.com/pop/images/Guinness_stand.jpg

Racks http://www.lakeerieplastics.com/images/point_o_purchase.jpeg

Store Display http://www.coastalgraphics.com/Trade_Show_Booth/images/Store_Displays/Christmas_Displays.jpg

Aisle http://alloveralbany.com/images/price_chopper_international_aisle.jpg

Floor http://www.raksystems.com/FloorDecalsPhoto2.jpg http://www.pyramidvisuals.com/services/exhibition_displays/images/promotional_floor_graphics_stickers

Coupons Certificate with a stated value presented to the retail store for a price reduction on a specified item Distributed in newspapers or magazines, door-to-door, on packages, in stores, and by direct mail

Certificate with a stated value presented to the retail store for a price reduction on a specified item

Distributed in newspapers or magazines, door-to-door, on packages, in stores, and by direct mail

http://www.niagarafallshotels.com/images/coupons.jpg

http://www.makelifeeasy.com/Resources/images/Rpt_Coupons_02.gif

Electronic Coupons http://telescope0.logika.net/b/scope?u=www.mainstonline.com%2F&c=xynylnprtnnwysupmuzpmznkkwuxxztw

Convenience/Gift Card http://parsonenterprises.com/images/giftcards-main_Full.jpg

Rebate http://www.jemurphy.ca/rebate_promo.php

http://www.shamrockhomeinspections.com/i//rebates.jpg

http://www.site5review.org/images/site5-reseller-rebates-2.jpg

Premium http://snorkelbobs.com/sbimages/choice_premiums.jpg

In-pack Premium http://www.ighsolutions.com/specialtyprint/PublishingImages/5.10.2.jpg

http://premium-partners.com/Upload/HOF_Pic3_1.jpg

Samples http://cdn-write.demandstudios.com/upload//1000/400/70/2/31472.jpg

Make-up Samples

Polybagging http://www.innovativepackaging.com/images/1a.jpg http://www.leafletdistribution.biz/mediac/400_0/media/DIR_3201/polybagging.jpg

In-door Sampling http://www.dneworld.com/Portals/24/images/demo%20image.jpg

Combination Offers http://www.unilever.co.id/Images/pepsodent_junior_tcm110-130198.jpg

Contest

Raffles http://www.aranetacenter.net/2008/images/promo/2009-European.jpg

http://www.ashfieldrsl.com.au/images/friday_promo.jpg

http://westernlivingmagazine.com/CONDO/contest/CondoContest08_INTRO.jpg

Sweepstakes http://www.quadratec.com/winbig/images/StagesSweepstakesTop.jpg

http://www.shoprite.com/Cnt/images/Sweepstakes.jpg

TASK Find a print ad for a product, service, or retailer. Design a sales promotion that would complement the advertising campaign. Describe ways in which the advertising, sales promotions, and other relationship-building activities could be effectively integrated.

Find a print ad for a product, service, or retailer. Design a sales promotion that would complement the advertising campaign. Describe ways in which the advertising, sales promotions, and other relationship-building activities could be effectively integrated.