This document discusses marketer-initiated techniques used to influence attitudes and behavior through targeted communications channels. It outlines the marketing communications mix and various tools and media that can be used for informing, persuading, and reminding audiences. The goals of marketing communications are then described, such as increasing market penetration, trial, consumption rates, and more. Sales promotion is defined as using incentive techniques to generate measurable actions or responses for products/services. Various sales promotion strategies targeting consumers, trade partners, and sales forces are presented, including their goals and limitations.

1. MARKETER INITIATED TECHNIQUES USED TO SET
UP CHANNELS OF INFORMATION AND
PERSUASION WITH TARGETED AUDIENCES TO
INFLUENCE ATTITUDES AND BEHAVIOR
 “Promotion”
 Message and Media
MARKETING COMMUNICATIONS MIX
 “Tool Box” of Media and Techniques
 Integration and Coordination
 Based on Communications Model

2. Informing Persuading
Reminding

3. • Increase Market Penetration
• Develop Repeat Purchase Behavior
• Establish Customer Relationships
• Increase Rate of Consumption
• Encourage Product Trial
• Stimulate Impulse Buying
• Stimulate Demand
• Differentiate the Product
• Establish a Product Image
• Influence Sales Volume
• Establish, Modify, or Reinforce Attitudes
• Develop Sales Leads
• Stimulate Interest
• Establish Understanding
• Build Support & Acceptance

4. 1. Advertising
5. Direct Marketing
2. Public Relations
3. SALES
4. Personal Selling
PROMOTION
Integrated Marketing Communications (IMC)
is the strategic integration of multiple means of communicating
with target markets

5. Variety/Boredom
Availability
Packaging/Novelty/Features
Impulse
SALES PROMOTION
Advertising
Price

7. Stimulate
Trial Encourage
Repurchase
Increase
Complementary Consumption
Products Support
Flexible Pricing
Neutralize
Competitors
Impulse
Purchasing

8.  Sales promotion is a marketing
discipline that utilizes a variety of incentive
techniques to structure sales related programs
targeted to consumers, trade and sales levels
that generate a specific measureable action or
response for a product or service.

9.  Increase immediate customer
sales
 Increase support among the
marketers sales force
 Gain the support of the trade in
marketing the product

10. Consumer Factors
Accountability
Impact of Technology
Short-Term Focus
Increased Retail Power

11. Sales managers are under Assessment of sales
great pressure to produce promotion is relatively
results quickly easy
Why are
companies
spending more
and mores on sales
promotion
Sales promotion
Cost for results in this
strategies target
industry are relatively
consumer , trade and the
low
sales force

12. Price Deals
Advertising
Specialties Coupons
Sampling Rebates
Premiums Cross-
Promotions
Contests, Games,
Sweepstakes

13. Cannot Reverse Declining Sales Trend
Cannot Overcome Inferior Product
May Encourage Competitive Retaliation
May Hurt Profit

14.  Consumer sales promotions are
directed at the ultimate user of
the good or the service
 Intended to “PRESELL” consumers so when
people go to a store they look for a particular
brand
 Variety and flexibility being primary strength

15.  COUPONS
 SAMPLING
 REFUNDS
 REBATES
 INCENTIVES
 CONTESTS
 LUCKY DIPS

16.  Trade promotion is directed at
wholesalers and retailers level and
represents 50% of the total promotional
spending
 Four goals of trade promotions:
1. Stimulate in store merchandising
2. Expand product distribution to new classes of trade
3. Manipulate levels of inventory held by wholesalers
4. Create a high level of excitement amongst those who
are responsible for its sale.

17.  Trade deals
 Trade incentives
 Exhibits
 Trade shows
 Lucky dip
 Contests
 Retailer kits
 Point of purchase

18.  CAN:  CANNOT:
- Offer an immediate - Create an image
inducement for a brand
- Cause customers to - Compensate for a
try a product lack of advertising
- Persuade customers - Do much to
to buy again compensate for a
- Introduce a new negative image
product - Reverse a sales
decline

19. Thereby, to Conclude:
SALES PROMOTION
LEAD TO AN INCREASE
IN GAINS AND
RETURNS OF AN
ORGANISATION