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Sales Promotion
The document defines sales promotion as persuading potential customers to buy a product. It discusses direct inducements like money, prizes, and gifts used to encourage actions like purchasing a product now or trying a new brand. Positive effects are increased sales and brand value, while negatives are high costs and potential price wars. Consumer promotions discussed include coupons, rebates, samples, combination offers, contests, and sweepstakes. Point-of-purchase displays at stores are also covered. The document concludes with images showing examples of various sales promotion techniques.
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Sales Promotion
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- 2. Definition Sales promotionis the process of persuading a potential customer to buy the product. It can be part of the personal selling process.
- 3. Direct Inducements Money Prizes Extra products Gifts Specialized information
- 4. In exchange for Buying the product/service now Buying more Visiting a store Requesting literature (pamphlets) Displaying a product Taking some other action
- 5. Positive Effects Addsvalue to the brand (people buy more) Maximizes sales volume (short term) Motivate customers to try new product or brand
- 6. Negative Effects Reduceprofitability (high cost of promotional activities) Affects brand attitudes, brand image and quality Draws competitors into a price war
- 7. Consumer Promotions Point-of-purchasematerials Coupons Electronic coupons Convenience cards Cents-off promotions Refunds Rebates Premiums Sampling Combination offers Contests Sweepstakes
- 8. Point-of-Purchase (POP) Windowdisplays Counter displays Floor Wall racks to hold merchandise Streamers Posters
- 9. POP New Approaches Shopping carts Grocery aisle floors On-shelf coupon dispensers Advertising jingles (in store- when refrigerator doors open) Kiosks
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- 17. Coupons Certificate witha stated value presented to the retail store for a price reduction on a specified item Distributed in newspapers or magazines, door-to-door, on packages, in stores, and by direct mail
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- 42. TASK Find aprint ad for a product, service, or retailer. Design a sales promotion that would complement the advertising campaign. Describe ways in which the advertising, sales promotions, and other relationship-building activities could be effectively integrated.