Advertising lecture 10 - Sales and Promotions - Advertising lecture 10 sales and promotions All promotional activities that stimulate short term

Advertising lecture 10 - Sales and Promotions - Advertising...

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Advertising lecture 10 - sales and promotions All promotional activities that stimulate short term behavioural response from consumers, traders or sales force An extra incentive to buy A tool to speed up sales Target to different parties Sales promotion targets Encourage sales force Push retailers Pull consumers Sales promotion vs. advertising Short term vs. Long term demand Encourage brand switching vs. brand loyalty Induce trial use vs. repeat purchase Price vs. iMage Immediate result vs. Long term effects Measurable vs. hard to measure Limited quantity vs. time Sales promotion as scarcity Scarcity messages typically accelerates the purchase Profitability - depends on the elasticity of demand for the promotion "continuum of responsiveness" Why use consumer promotions? Induce consumers to buy now than later Encourage buying one brand than competitior Encourage more frequent purchase Encourage to buy things we don't really need
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  • Marketing, Brand, sales force, extra incentive, term behavioural response

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