Chapter_13A - IMC - Sales Promotion & Personal Selling...

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1 IMC -- Sales Promotion Personal Selling (Week 12)
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2 Sales Promotion Sales promotions are value adding tools used primarily to prompt immediate sales Adds urgency/ excitement Limited duration Covers a range of incentives that are used with products promoted via mass media advertising, direct and online methods, at POS.
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3 Sales Promotion Sales Promotion Areas and Issues Business Promotion Trade Promotion Cluttered environment Objectives Consumer Promotion
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4 Sales Promotion The main tools falling into this category include: 1. samples 2. redeemable coupons 3. cash-back offers 4. cents-off deals or price packs 5. premium offers 6. advertising specialties 7. patronage rewards 8. point-of-purchase (POP) promotions 9. on-pack 10.contests and games of chance and skill
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5 Sales Promotion must be judiciously used No substitution for good strategy Too many offers lead to Buyer conditioning (expect an offer) Confused brand perceptions Takes focus off brand image building Short term verus long term planning Should be thought of as part of an IMC blend
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Chapter_13A - IMC - Sales Promotion & Personal Selling...

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