Lecture 17 - 16 - Sales Promotions

Lecture 17 - 16 - Sales Promotions - Best Practices: Reggie...

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Best Practices: Reggie Awards
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SALES PROMOTIONS: Understanding Promotions Aimed at Consumers & the Trade
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Consumer-Oriented Sales Promotion Vehicles Samples Coupons Advertising Specialties Contests/sweepstakes/games Refunds/rebates Bonus packs Price-offs Premiums Loyalty/Continuity Programs Cross Promotions/Tie-ins Referral Programs Sponsorships
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Contests Compete for a Prize Based On Some Skill or Ability Generates High Degree Of Consumer Involvement Can Help Revive Lagging Sales Contests, Sweepstakes and Games Sweepstakes (purchase not required to win) Compete for a Prize Based On Chance (Luck) Type of Sweepstakes: Game Issues: Relevance of prize to product/brand image • Product getting lost in sweepstakes/contest • Professional sweepstakes enterers • Legal issues (national and state; see http://www.dmaresponsibility.org/Sweepstakes/ http://adage.com/globalnews/post?article_id=134264
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Examples
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Promotional Products (Advertising Specialties) Free gifts with the advertisers name on it Promotional Products Association Survey e 34% had the item with them at the time of the survey. e 35% kept the item after two years, and 22% kept it after six months. e 76% of the group recalled the advertiser’s name on the product they received e 52% did business with the advertiser. Top categories include apparel, writing instruments, bags drinkware desk/office/business accessories Costs e www.gopromotions.com e www.empirepromos.com
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Premiums Gifts given to consumers to reward behavior (e.g., purchase) Types e Self-Liquidating- e Free- Kellogg's- free jeans if drop one pants size from Special K Starbucks- free custom designed t-shirt created by
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Lecture 17 - 16 - Sales Promotions - Best Practices: Reggie...

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