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Sales Promotion
Sales Promotion
Sales Promotion
Sales Promotion
Sales Promotion
Sales Promotion
Sales Promotion
Sales Promotion
Sales Promotion
Sales Promotion
Sales Promotion
Sales Promotion
Sales Promotion
Sales Promotion
Sales Promotion
Sales Promotion
Sales Promotion
Sales Promotion
Sales Promotion
Sales Promotion
Sales Promotion
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Sales Promotion
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Sales Promotion

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  • 1. Chapter 17 Promotional Strategies and Concepts 17.2 Sales Promotion
  • 2. Warm-up Activity <ul><li>Monday </li></ul><ul><li>TURN IN HOMEWORK </li></ul><ul><li>Day 1 </li></ul><ul><li>Warm-up </li></ul><ul><li>Explain one way you have been affected by sales promotion (one of the elements of the promotional mix). </li></ul>
  • 3. Warm-up Activity <ul><li>Tuesday-Warm-up </li></ul><ul><li>Name and explain one type of premium, which is a type of Consumer Promotion. </li></ul>
  • 4. Warm-up <ul><li>Wednesday </li></ul><ul><li>How are consumer buying decisions influenced thru Sales Promotion? </li></ul>
  • 5. Overview <ul><li>Review </li></ul><ul><li>17.2 Sales Promotion </li></ul>
  • 6. Sales Promotion <ul><li>Consumer Promotions </li></ul><ul><ul><li>Sales promotion efforts designed to encourage customers to buy a product </li></ul></ul><ul><li>Trade Promotions </li></ul><ul><ul><li>Sales promotion activities designed to gain manufactures’, wholesalers, and retailers support for a product </li></ul></ul>
  • 7. Sales Promotion <ul><li>Consumer Promotions </li></ul><ul><ul><li>Premiums </li></ul></ul><ul><ul><li>Sponsorships </li></ul></ul><ul><ul><li>Incentives </li></ul></ul><ul><ul><li>Product Samples </li></ul></ul><ul><ul><li>Loyalty Marketing Programs </li></ul></ul><ul><ul><li>Product Placement </li></ul></ul><ul><ul><li>Visual Merchandising and Displays </li></ul></ul>
  • 8. Consumer Promotions <ul><li>Premiums </li></ul><ul><ul><li>Low-cost items given to consumers at a discount or for free </li></ul></ul><ul><ul><ul><li>Coupons </li></ul></ul></ul><ul><ul><ul><ul><li>Certificates that entitle consumers to cash discounts on goods or services </li></ul></ul></ul></ul><ul><ul><ul><li>Factory Packs </li></ul></ul></ul><ul><ul><ul><ul><li>Free gifts placed on/in product packages </li></ul></ul></ul></ul>
  • 9. Consumer Promotions <ul><ul><ul><li>Traffic Builders </li></ul></ul></ul><ul><ul><ul><ul><li>Low cost items given to the consumer for visiting a new store or attending an event. </li></ul></ul></ul></ul><ul><ul><ul><li>Coupon Plans </li></ul></ul></ul><ul><ul><ul><ul><li>Ongoing program offering a variety of items in exchange for labels, coupons or other tokens </li></ul></ul></ul></ul>
  • 10. Consumer Promotions <ul><li>Sponsorships </li></ul><ul><ul><li>Promotion of a company associated with a property </li></ul></ul>
  • 11. Consumer Promotions <ul><li>Incentives </li></ul><ul><ul><li>Higher-priced products earned and given through contests, sweepstakes and rebates </li></ul></ul>
  • 12. Consumer Promotions <ul><li>Product Samples </li></ul><ul><ul><li>Free trail size of a product sent through the mail, distributed door-to-door, or given away at retail stores or trade shows </li></ul></ul>
  • 13. Consumer Promotions <ul><li>Loyalty Marketing Promotions </li></ul><ul><ul><li>Frequent buyer program that awards customer for making multiple purchases </li></ul></ul>
  • 14. Consumer Promotions <ul><li>Promotional Tie-ins </li></ul><ul><ul><li>Arrangement between two companies that combine resources advertising and sales promotional activities to do a promotion that creates additional sales for each partner </li></ul></ul>
  • 15. Consumer Promotions <ul><li>Product Placement </li></ul><ul><ul><li>Product recognition through special events, television and movies </li></ul></ul>
  • 16. Consumer Promotions <ul><li>Visual Merchandising and Displays </li></ul><ul><ul><li>Coordination of all physical elements in a place of business so that it projects the right image to its customers </li></ul></ul>
  • 17. Sales Promotion <ul><li>Consumer promotions </li></ul><ul><li>Trade promotions </li></ul>
  • 18. Trade Promotions <ul><li>Slotting Allowances </li></ul><ul><li>Buying Allowances </li></ul><ul><li>Trade Shows and Conventions </li></ul><ul><li>Sales Incentives </li></ul>
  • 19. Trade Promotions <ul><li>Slotting Allowances </li></ul><ul><ul><li>Cash premium made by manufacturers to a retail chain for the costs involved in placing a new product on its shelves </li></ul></ul>
  • 20. Trade Promotions <ul><li>Buying Allowances </li></ul><ul><ul><li>Price discounts given by manufacturers to wholesalers and retailers to encourage the purchase of a product </li></ul></ul>
  • 21. Trade Promotions <ul><li>Sales Incentives </li></ul><ul><ul><li>Awards given to managers and employers who successfully meet and exceed sales goals </li></ul></ul>
  • 22. Trade Promotions <ul><li>Trade Shows and Conventions </li></ul><ul><ul><li>Events to provide opportunities to introduce new products, increase sales of existing products, and gain continued company and product support </li></ul></ul>
  • 23. Agenda <ul><li>Review </li></ul><ul><li>Group Activity </li></ul><ul><li>Start 17.3 Public Relations </li></ul><ul><li>Work on projects </li></ul><ul><li>DUE AT END OF PERIOD (in your project folder) – 1 st part of group project </li></ul>
  • 24. Group Activity <ul><li>In your group, you will be given an index card with a situation. Name and explain one Sales Promotion activity you would do for that situation. </li></ul><ul><li>Must have: </li></ul><ul><li>One recorder (you will turn this in - one copy per group) </li></ul><ul><li>One speaker </li></ul><ul><li>Each group member must speak. You are given an index card and you must contribute once and put that in the middle of the table </li></ul><ul><li>You have 10 minutes </li></ul>
  • 25. References: <ul><li>http://www.hersheys.com/reeses/coke600/lib/images/home/home_FINAL.jpg </li></ul><ul><li>http://web500.us/wp-content/uploads/2009/04/canon-rebate2008.jpg </li></ul><ul><li>http://popsci.typepad.com/photos/uncategorized/2007/05/31/coulton_contest_485.jpg </li></ul><ul><li>http://forum.retailmenot.com/attachments/printable-coupons/694d1260334169-dick-s-sporting-goods-printable-coupon-december-2009-dsp10cp.jpg </li></ul><ul><li>http://images.google.com/imgres?imgurl=http://www.mydickssportinggoods.com/images/contact_dualcards.jpg&imgrefurl=http://www.mydickssportinggoods.com/contact.aspx&usg=__o1erezqzMkR4rHogI6xhg25raqA=&h=97&w=187&sz=13&hl=en&start=20&um=1&tbnid=0Y5nyL8W1TTdZM:&tbnh=53&tbnw=102&prev=/images%3Fq%3Ddicks%2Bsporting%2Bgoods%2Brewards%2Bcard%26hl%3Den%26rlz%3D1W1ADBR_en%26um%3D1 </li></ul><ul><li>http://diterlizzi.com/blog/wp-content/uploads/2008/01/spiderwicklucky.jpg </li></ul><ul><li>http://www.guadalupe-school.com/images/campbells.jpg </li></ul><ul><li>http://www.markpascua.com/wp-content/nike-shoe-keychain.jpg </li></ul><ul><li>http://images.thecarconnection.com/sml/office-depot-roush-jpg_100175490_s.jpg </li></ul><ul><li>http://www.creativemag.com/images2003%5Crapidpepsihalloweenlobby.jpg </li></ul><ul><li>http://sourcing.community.mfg.com/wp-content/uploads/2009/11/factory.png </li></ul><ul><li>http://www.handystorefixtures.com/images/layouts/764/beauty3r.jpg </li></ul><ul><li>http://www.angus7retirement.com/images/cash_stack.jpg </li></ul><ul><li>http://www.babble.com/CS/blogs/strollerderby/vacation-travel.jpg </li></ul><ul><li>http://www.referenceforbusiness.com/businesses/images/lab_0001_0003_0_img0193.jpg </li></ul><ul><li>http://www.ptsoft.com/ennouncements/2005/MayJune/discount.gif </li></ul><ul><li>http://hiinvent.com/news/mTradeShow_TheresaBass.jpg </li></ul>

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