This document is a presentation about sales promotion. It defines sales promotion as campaigns used by manufacturers and dealers to increase short-term sales. Sales promotion differs from advertising and personal selling. There are 17 common sales promotion methods used in retail and business-to-business sectors, including coupons, premiums, loyalty programs, and price discounts. Supermarkets frequently use various promotions like price offsets, bonus packs, and coupons. Shopping centers employ giveaways, sweepstakes, refunds/rebates, and event marketing.

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

3. IMC Group Presentation – Sales Promotion

4. IMC Group Presentation – Sales Promotion

5. • http://www.youtube.com/watch?v=SF3eJMCeduc (Sales Promotion in Mall)
• http://www.youtube.com/watch?v=NKNRdGbM8rI (Exclusive VIP sales promotion)
• http://www.youtube.com/watch?v=4OKdA-KNG8Q (Supermarket short-term / holiday promotion)
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

8. Loyalty
Sweepstakes Programs
Coupons
Samples
Price Off
Premium
Refunds
Rebates
Event
Bonus Packs Marketing
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

11. Video-3
IMC Group Presentation – Sales Promotion

12. 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