Jour368PPTChpt17

Jour368PPTChpt17 - 1 Principles of Advertising Jour 368 2009 Carmen Maye 2 Chapter 17 Sales Promotion POP Advertising and Support Media 3 Sales

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11/25/09 1 Principles of Advertising Jour 368 © 2009 Carmen Maye Chapter 17 Sales Promotion, POP Advertising and Support Media Sales Promotion Use of incentives To create perception of greater brand value And increase short-term increase in sales By stimulating trial use, larger purchases or repeat purchases. Consumer-Market Sales Promo Coupons Price-off deals Premiums Contests and sweepstakes Samplings, trial offers Rebates Loyalty/frequency programs Phone, gift cards Consumer-Market Sales Promotion $107 billion 28.5 percent of all marketing dollars Usually handled by specialized agencies Consumer-Market Sales Promotion Objectives: Stimulate Trial Purchase Stimulate Repeat Purchase Stimulate Larger Purchases Introduce New Brands Combat the Competitions’ Strategies Contribute to IBP 1 2 3 4 5 6
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11/25/09 2 Techniques Coupons Entitles buyer to price reduction
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This note was uploaded on 06/02/2011 for the course JOUR 368 taught by Professor Konkle during the Spring '10 term at South Carolina.

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Jour368PPTChpt17 - 1 Principles of Advertising Jour 368 2009 Carmen Maye 2 Chapter 17 Sales Promotion POP Advertising and Support Media 3 Sales

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