Promotion
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This document discusses different promotional mix methods and their effects. It outlines various types of consumer and trade promotions that are commonly used, such as money off offers, free samples, loyalty cards, and price discounts. The document also shows how sales are typically positively impacted during a promotion period but can see no effect or even negative effects in the short and long runs after the promotion ends. Finally, it presents an organizational model identifying the different publics that organizations must consider, including media, commercial publics, government, financial publics, and employees.
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Promotion
- 1. Principles and Practice of Marketing David Jobber Chapter 14 Other Promotional Mix Methods
- 2. 2D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill The effect of a sales promotion on sales Prior to promotion Promotion period Short-run post-promotion period Long-run post-promotion period Time Sales 1 = positive effect 2 = no effect 3 = negative effect 1 2 3
- 3. 3D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill Consumer and trade promotions Money off Free samples Prize promotions Loyalty cards Free goods Allowances Bonus packs Premiums Coupons Price discounts Competitions Consumer promotions Trade promotions
- 4. 4D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill An organization and its publics •Television •Press •Radio Media •Customers •Distribution •Suppliers Commercial •Local communities •Pressure groups •Opinion leaders •General public Public •Parliament •Civil service •Local authorities Government •Shareholders •Stockbrokers •Fund managers •Banks Finance •Staff •Trade union representatives Employees Organization