1. Promotion
IMC Group Presentation Nov. 2011
Present by
C3121022 Jiqiang Zu
2. Table of Content
Introduction
The Definition of Sales Promotion
The Categories of Sales Promotion
Sales Promotion in Retail Business
Supermarket
Shopping Centre & Boutique
Conclusion
Reference List
IMC Group Presentation – Sales Promotion
6. Introduction
The Definition of Sales Promotion
Sales Promotion identified as a series of different campaigns operate by
manufacturers or dealers in their marketing plan.
The purpose is to increase the sales of goods in a specific time period and attract
more customers to approach more products from them.
Advertising and personal selling support sales promotion significantly.
However, sales promotion differs from both of them.
IMC Group Presentation – Sales Promotion
7. The Categories of Sales Promotion
• Different business sector implements various sales promotion schemes to
arise the sales of products/service, market share and brand image from
time to time consistently.
• There are seventeen frequent methods of sales promotion have been
practicing in different business field, and they can be arranged under retail
sector and B2B sector in the market.
IMC Group Presentation – Sales Promotion
9. Contest B2B Sector
& Dealer
Incentives
Trade Training
Allowance Program
Point of
Purchase
Display
Trade Cooperative
Show Advertising
IMC Group Presentation – Sales Promotion
10. Sales Promotion in Retail Business
Retail division is the one, which uses sales promotion incentives frequently in
the marketing segment.
Supermarket – It is the place where conducts all sales promotion schemes.
Price Off
Premium
Bonus Packs
Coupon
s
IMC Group Presentation – Sales Promotion
13. Loyalty
Programs Samples
Sweepstakes
Event
Marketing
Shopping Centre & Boutique: Giveaway free samples, Sweets
takes, Refund / Rebates and Event marketing are frequently undertake at
shopping malls and boutiques.
IMC Group Presentation – Sales Promotion
14. Video – 1, 2
IMC Group Presentation – Sales Promotion
15. Reference
• Belch G & Belch M, (2011). Advertising and Promotion: An Integrated Marketing Communications Perspective. 9th
edition, McGraw Hill.
• Clow K &Baack D, (2004). Integrated Advertising, Promotion, and Marketing Communication. 2ndedtion. Prentice Hall, Upper
Saddle River, New Jersey.
• Devon DelVecchio, David Henard, and Traci Haigood-Freling, (2006). “The Effect of Sales Promotion on Post-Promotion
Brand Preference: A Meta-Analysis,”Journal of Retailing, 82 (September), 203-213.
• DelVecchio, D. (2005). Deal-Prone Consumers' Response to Promotion: The Effects of Relative and Absolute Promotion
Value. Psychology & Marketing, 22, 373-392.
IMC Group Presentation – Sales Promotion
16. Thank you sincerely
and there is no
discount
on that!
IMC Group Presentation – Sales Promotion