The document discusses various types of sales promotion techniques used by manufacturers and retailers to encourage purchases. It describes incentives like coupons, premium deals, product samples and loyalty programs. It also explains promotional activities aimed at businesses like trade promotions and the types of point-of-purchase displays commonly used in stores.

2.  Are incentives that encourage buying
› Build awareness
› ↑ sales from current customers
› Reward loyalty
› Usually supported by advertising
› Types:
1. Trade Promotions
2. Consumer Promotions

3.  Sales activities designed to get support
for a product from manufacturers,
wholesalers, retail
 More $ is actually spent on promoting to
businesses than consumers

4.  Sales strategies to get buyers to buy
product or service
 Types:
› Coupons
› Premium deals
› Incentives
› Product samples
› Sponsorships
› Promotional tie-ins
› Product placement
› Loyalty marketing programs
› Point of purchase displays

5.  Certificates for cash discounts
 Stores accept & send them to a
manufacturer’s headquarters or clearing
house to be sorted
 Redemption centers reimburse stores for
face value + charge a handling about
8¢ per coupon
 Apps for your phone

6.  Low cost items provided at discount or for FREE
 Build product loyalty
 Attract new customers “added value”
 3 Types:
› Factory packs = free gifts placed in product packages (cereal)
› Traffic builders= pens, key chains, coffee mugs @ store or events
› Coupon plans= ongoing programs (customer sends in soup
labels)
The House Boardshop

7.  Free trial sizes
 Especially important in
promoting new
products
 Drug manufacturers to
doctors and dentists

8.  People, events,
groups, or a
physical location

9.  Arrangements between 1 or more
retailers or manufacturers
 Both benefit from combing resources

10.  Brand name products in movies, TV,
sporting events, or in commercials for
another product
 Transformers

11.  Programs
that reward
customers
for
patronizing

12.  Designed
primarily by
manufacturers
to display their
products
 Placed in ↑
traffic areas for
in store
advertising

19.  Page 379 in text book