1. Sales Promotion
English Advertising
WTUC

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

3. Direct Inducements
 Money
 Prizes
 Extra products
 Gifts
 Specialized information

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

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

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

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

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

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

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

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

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

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

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

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

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

17. 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

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

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

20. Electronic Coupons

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

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

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

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

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

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

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

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

29. Make-up Samples

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

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

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

34. Contest

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

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

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

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

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

42. 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.