Chapter 11 Sales Promotion and Point of Purchase 11-1 1. Explain the importance and growth of sales promotion. 2. Describe the main sales promotion techniques used in the consumer market. 3. Describe the main sales promotion techniques used in the trade channel and business markets. 4. Identify the risks to the brand of using sales promotion. 5. Understand the role and techniques of point-of- purchase advertising. 6. Describe the role of support media in a comprehensive integrated marketing communication plan. 11-2 Role of Sales Promotion • Sales promotions use incentives to motivate action by • consumers • members of the trade channel • business buyers • Sales promotions serve different purposes than mass-media advertising does, and many companies spend more on sales promotions than ever before. • Reasons for greater reliance on promotions include: • pressure on marketing managers for greater accountability • short-term marketing orientations • deal-prone shoppers • brand proliferation • the increasing power of large retailers • media clutter 11-3 Role of Sales Promotion, Continued Exhibit 11.1 Complementary Roles 11-4 Role of Sales Promotion, Continued 11-5 Consumer Sales Promotion • Objectives for consumer-market sales promotions include: • stimulate trial purchases • stimulate repeat purchases • introduce a new brand • contribute to IMC effort • combat or disrupt competitors’ strategies • stimulate larger purchases 11-6 Consumer Sales Promotion, Continued Exhibit 11.2 Objectives for Consumer-Market Sales Promotion 11-7 Consumer Sales Promotion, Continued • Techniques for consumer-market sales promotions include: • Coupons, price-off deals, phone and gift cards, and premiums (free and self-liquidating) and advertising specialties provide obvious incentives for purchase. • Contests, sweepstakes, and product placements can be excellent devices for stimulating brand interest. • Trial offers and a variety of sampling techniques help get a product into the hands of the target audience: • in-store sampling • door-to-door sampling • mail sampling • newspaper sampling • on-package sampling • mobile sampling • Rebates and frequency programs provide rewards for repeat purchase. 11-8 Consumer Sales Promotion, Continued Exhibit 11.3 Allocation of Sales Promotion Spending 11-9 Sales Promotion to the Trade and Business Buyers • Objectives for trade-market sales promotions include: • obtaining initial distribution • increasing order size • encouraging cooperation with consumer-market sales promotions • increasing store traffic 11-10 Sales Promotion to the Trade and Business Buyers, Continued Exhibit 11.4 Objectives for Trade-Market Sales Promotions 11-11 Sales Promotion to the Trade and Business Buyers, Continued • Techniques for trade-market sales promotions include: • in ...

1. Chapter 11
Sales Promotion and
Point of Purchase
11-1
1. Explain the importance and growth of sales promotion.
2. Describe the main sales promotion techniques used in
the consumer market.
3. Describe the main sales promotion techniques used in
the trade channel and business markets.
4. Identify the risks to the brand of using sales
promotion.
5. Understand the role and techniques of point-of-
purchase advertising.
6. Describe the role of support media in a
comprehensive integrated marketing communication
plan.
11-2
Role of Sales Promotion

2. • Sales promotions use incentives to motivate action by
• consumers
• members of the trade channel
• business buyers
• Sales promotions serve different purposes than mass-media
advertising does, and
many companies spend more on sales promotions than ever
before.
• Reasons for greater reliance on promotions include:
• pressure on marketing managers for greater accountability
• short-term marketing orientations
• deal-prone shoppers
• brand proliferation
• the increasing power of large retailers
• media clutter
11-3
Role of Sales Promotion, Continued
Exhibit 11.1 Complementary Roles
11-4
Role of Sales Promotion, Continued
11-5

3. Consumer Sales Promotion
• Objectives for consumer-market sales promotions include:
• stimulate trial purchases
• stimulate repeat purchases
• introduce a new brand
• contribute to IMC effort
• combat or disrupt competitors’ strategies
• stimulate larger purchases
11-6
Consumer Sales Promotion, Continued
Exhibit 11.2 Objectives for Consumer-Market Sales Promotion
11-7
Consumer Sales Promotion, Continued
• Techniques for consumer-market sales promotions include:
• Coupons, price-off deals, phone and gift cards, and premiums
(free

4. and self-liquidating) and advertising specialties provide obvious
incentives for purchase.
• Contests, sweepstakes, and product placements can be
excellent
devices for stimulating brand interest.
• Trial offers and a variety of sampling techniques help get a
product into the hands of the target audience:
• in-store sampling
• door-to-door sampling
• mail sampling
• newspaper sampling
• on-package sampling
• mobile sampling
• Rebates and frequency programs provide rewards for repeat
purchase.
11-8
Consumer Sales Promotion, Continued
Exhibit 11.3 Allocation of Sales Promotion Spending
11-9
Sales Promotion to the
Trade and Business Buyers

5. • Objectives for trade-market sales promotions include:
• obtaining initial distribution
• increasing order size
• encouraging cooperation with consumer-market sales
promotions
• increasing store traffic
11-10
Sales Promotion to the Trade and Business Buyers,
Continued
Exhibit 11.4 Objectives for Trade-Market Sales Promotions
11-11
Sales Promotion to the Trade and Business Buyers,
Continued
• Techniques for trade-market sales promotions include:
• incentives (push-money)
• allowances
• merchandise allowances
• slotting fees

6. • bill-back allowances
• off-invoice allowances
• sales-training
• vertical cooperative advertising
11-12
Sales Promotion to the Trade and Business Buyers,
Continued
• Techniques for business-market sales promotions include:
• trade shows
• business gifts
• premiums and advertising specialties
• trial offers
• frequency programs
11-13
Risks of Sales Promotion
• The risks of sales promotions include:
• creating a price orientation/lowering brand image

7. • borrowing from future sales
• alienating customers
• time and expense
• legal considerations
11-14
Point-of-Purchase (P-O-P)
Advertising
• Point-of-purchase (P-O-P) advertising refers to materials used
in the retail
setting to attract shoppers’ attention to a firm’s brand, convey
primary brand
benefits, or highlight pricing information.
• P-O-P displays may feature price-off deals or other consumer
and business
sales promotions.
• P-O-P objectives include:
• Draw consumers’ attention to a brand in the retail setting.
• Maintain purchase loyalty among brand-loyal users.
• Stimulate increased or varied usage of the brand.
• Stimulate trial use by users of competitive brands.
• P-O-P formats include:
• Short-term promotional displays (used for six months or less)
• Permanent long-term displays (used for more than six
months).

8. • In trade and business markets, P-O-P displays encourage
retailers to support
one manufacturer’s brand over another; they can also be used to
gain
preferred shelf space and exposure in a retail setting.
11-15
Point-of-Purchase Advertising, Continued
11-16
Exhibit 11.5 Option for P.O.P Advertising
Support Media
• The traditional support media include outdoor signage,
billboard, transit, aerial, and
directory advertising.
• Billboards and transit advertising (out-of-home media) are
excellent means for
carrying simple messages into specific metropolitan markets.
• To assess locations, the industry sends individuals to ride the
boards.
• Aerial advertising can also be a great way to break through the
clutter and target
specific geographic markets in a timely manner. However, this
is becoming diluted
because of reductions in costs.

9. • Directory advertising, primarily the Yellow Pages directories,
can be a sound
investment because it helps a committed customer locate an
advertiser’s product.
• Packaging can be considered in the support media category
because the brand’s
package carries important information for consumer choice at
the point of purchase
including the brand logo and “look and feel” of the brand.
• Guerilla marketing is becoming more commonly adopted by
marketing firms as
their primary promotional style.
11-17
Support Media, Continued
11-18
Chapter 11Slide Number 2Slide Number 3Slide Number 4Slide
Number 6Slide Number 7Slide Number 8Slide Number 9Slide
Number 10Slide Number 11Slide Number 12Slide Number
13Slide Number 14Slide Number 15Slide Number 16Slide
Number 17Slide Number 18
Poetry Analysis Argument / Research Paper
Assignment Sheet
Note: Take this document with you to any writing lab

10. appointment you make. Tutors need to know this information, in
addition to seeing your essay in order to fully assist you in the
writing process.
Points: The final draft of this paper is worth 20% of your
overall class grade. Maximum points: 100.
Length: The paper should be a minimum of 4-5 complete pages
(not counting the Works Cited page) and should not be more
than 7 pages.
Source Requirement: The Works Cited page must list 4-5
sources, primary and secondary; see note below for more
details.
Every source listed on the Works Cited must be used in the text
of the paper. Your book’s biography of the poet may be one
source; the poem will be another.
Assignment: For this essay, you will focus on one poem and its
poet. It must be a poem assigned in this class.
PART 1: (50 pts)
The first two pages will focus on the life and history of the
poet. Choose a specific angle (relationships, education, family,
thematic connection the poem, childhood, vices/problems, etc)
to discuss in this portion of the essay.
• Include details from your textbook (if available) and from at
least two research sources (15 points).
• Your life and history portion must be accurate, cohesive (not a
list), detailed, and focused (15 points).
• You must make and support conclusions about the author (15
points).
• The paper should have an original title that is not just the title
of the text you are writing about. State the author’s full

11. name and title of the text in the introduction, and refer to the
author by last name only thereafter. (5 points)
PART 2: (50 pts)
The second section (must be at least three pages) should argue
your interpretation of the poem. Consider this to be a
thematic analysis – it will be your job to support your reading
of the poem, your interpretation of its theme and how its
use of literary elements contributes to that theme.
• Your essay should show a strong familiarity with the poem
and should use literary elements and terminology to explain
your debatable, interpretive angle and argument. (20 points)
• Your introduction must have a debatable thesis. This should be
the last sentence (or two, if necessary) of the FIRST
paragraph. Underline your thesis/claim statement to make it
stand out. (5 points)
• Everything in your essay should work towards helping your
develop and prove the literary argument as stated in this
thesis sentence. This section of your essay should be paragraphs
developed in support of your thematic
interpretation of the poem. It should be organized by literary
element or section of the poem. Each paragraph
should be an organized, contained unit, using quotes from
research and the poem to support your reading. Do
not organize by summary. (20 points)
• This section should use research to support its interpretative
claims, integrating quotes into your own sentence. MLA
formatting should be used throughout. (5 points)

12. Source Details:
You are required to use and document a minimum of four
sources in this paper.
• One of these sources should be the primary text (poem) you
are discussing.
• Another source may be the biographical information in the
textbook.
• The other two or three sources should be secondary sources in
which scholars or experts have written their
interpretations and analyses of the texts or topics that are
relevant to your argument.
• At least two of your secondary sources must be either database
sources (journal articles that you can access
through the library website’s database) OR print sources.
• Additional sources can be any type (website, documentary,
personal interview, etc.) as long as they are relevant and
credible. Do NOT use Wikipedia, Ask.com, About.com,
Sparknotes.com, etc.
Note:
• Each source must be listed on the Works Cited page that will
be the last page of your essay.
• Every source listed on the Works Cited page must be used in
the text.
• The in-text citations should take readers to the alphabetical
list of sources in the Works Cited page and should lead them to

13. the
correct source by providing the FIRST word of the source entry
(which will almost always be the author’s last name).
• In-text citations must include page numbers when the source
has numbered pages (as almost all of your sources will).
• You should have a good balance of direct quotes and
paraphrased information from your sources.
• Every time you use any information from any source, you
must credit the source with an in-text citation in the same
sentence
with that information so that it is very clear to your readers
what information comes from you and what information comes
from a
source (and which source it comes from).
• Read more about source documentation in your textbook
and/or in the documents posted online.
Format:
Your paper and the Works Cited page MUST be submitted in
correct MLA format.
If your writing contains ANY plagiarism (if any source
information is not credited to the source it came from), you will
be
given a ZERO on the paper.
Final Tips:
• Don’t try to cover too much information or use too many
literary elements as the focus of your work; instead, choose one
or two
elements that work together to give an overall interpretation of
the text;
• Don’t use summary any more than you need to in order to
make a point; assume your readers have already read the text;
summary should only be used as support and for clarity;

14. • Don’t use 2nd person “you” or “your” in your writing (1st
person “I” or “we” is allowed IF it fits the tone and style of
your work;
• Do remember to underline your thesis statement and make sure
your work stays focused on discussing and proving your main
argument;
• Do make sure your work is in MLA format and your sources
follow MLA guidelines;
• Do proofread and edit carefully!
PART 1: (50 pts)PART 2: (50 pts)Source
Details:Note:Format:Final Tips: