Introduction to Marketing Communications Lecture 4

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A brief introduction to sales promotion...

A brief introduction to sales promotion...

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  • 1. …introduction to 4
  • 2. sales promotion
  • 3. direct inducement or incentive
  • 4. often provide in-store promotions…
  • 5. personal selling may be used to offer and deliver a discount
  • 6. payment terms (i.e. interest free credit)quantity increases
  • 7. value adding… something extra loyalty schemes
  • 8. Lee (2002) puts forward four main reasons…
  • 9. Involvement High Low Withhold Sales Use Sales Promotion toNew Product or Market Promotion Stimulate Full Trial Non-Loyals – Attract for Non-Loyals – Use forEstablished Product or Trial Switching Market Loyals – Reward for Loyals – Use Carefully Increased Usage