Module 7 Workbook

Module 7 Workbook - Module 7 Your Name_Matthew Alongi Date...

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Module 7 Your Name: _Matthew Alongi Date: __7-19-07__ QUINNIPIAC UNIVERSITY School of Business Advertising (MK 312 – Distance Learning) Summer 2007 Workbook Prepared To Help You Succeed
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Introduction This Workbook has been developed to help you succeed in our marketing research course. It contains supplemental material and fill-ins to focus your attention like a laser beam on the key concepts that you really need to master in your reading assignments. Simply read the assignment before the scheduled due date. Then close your textbook and try to fill out as many of the blanks in the Workbook that you can from memory. Then open your textbook and look up the answers to those questions or issues that you could not answer from memory or those in which your answers seem a little “shaky”. This Workbook must be submitted to the instructor before 8 am (Eastern Time), Friday, July 20 th for evaluation. Bob Watson
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CHAPTER 18 SALES PROMOTION AND POINT OF PURCHASE ADVERTISING Sales promotion is…the use of incentive techniques that create a perception of greater brand value among consumers, the trade and business buyers. Consumer-market sales promotion includes… coupons, price-off deals, premiums, contests/sweepstakes, sampling and trial offers, rebates, loyalty programs, and phone/gift cards Trade-market sales promotion uses…point of purchase displays, incentives, allowances, or cooperative advertising as ways of motivating distributors, wholesalers and retailers to stock a brand Business market sales promotion is. ..designed to cultivate buyers in large corporations who are making purchase decisions about a wide range of products including computers, office supplies and consulting services. Sales promotion is designed to affect demand differently from advertising. The role of sales promotion is primarily to elicit an immediate purchase from a customer. The goals of sales promotion versus advertising compared in Text Exhibit 18.3
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Purpose of Sales Promotion Purpose of Advertising Stimulate short term demand cultive long-term demand Encourage brand switching encourage brand loyalty Induce trial use encourage repeat purchases Promote price orientation promote image-feature orientation Obtain immediate, measurable results obtain long-term effects, difficult to measure Marketers have shifted the emphasis of their promotional spending away from mass media advertising and toward consumer and trade sales promotions. The reasons are: 1. Demand for greater accountability 2. Short-Term orientation 3. Consumer response to promotions 4. Proliferation of Brands 5. Increased Power of Retailers 6. Media Clutter U.S. consumer product firms have made a tremendous commitment to sales promotion in their overall marketing plans. Although the fundamental goal of sales promotion is to generate a sharp increase in short term demand, there are some marketing strategists who also believe that proper application of these techniques can make long term contributions. Accordingly some of the common
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This homework help was uploaded on 04/16/2008 for the course MK 312 taught by Professor Watson during the Summer '07 term at Quinnipiac.

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Module 7 Workbook - Module 7 Your Name_Matthew Alongi Date...

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