RoleofSalesPromotion_11

RoleofSalesPromotion_11 - GROWTH OF SALES PROMOTION...

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ROLE OF SALES  PROMOTION Mktg 443
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INTEGRATED MARKETING  COMMUNICATIONS Advertising Sales Promotion Public Relations Personal Selling Direct Marketing Promotion
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TYPES OF SALES PROMOTIONS
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SALES PROMOTIONS ARE* …… * from Blattberg and Neslin (1990), Sales Promotion: Concepts, Methods, and Strategies , 1 st Ed. Prentice Hall, NJ
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WHAT IS THE STRATEGIC ROLE  OF SALES PROMOTION? Sales Promotions are marketing and  communication activities that change the  price/value relationship of a product or service  perceived by the target market, thereby  (1) generating intermediate sales and  (2) altering long-term brand value.* * Schultz, Robinson, and Petrison (1998),  Sales Promotion Essentials 3 rd  Ed. McGrawHill New York, NY
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Unformatted text preview: GROWTH OF SALES PROMOTION Increased spending $343 billion in 2005 (consumer promotions) $150 billion (trade promotions) Up to 75% of promotional spending allocated to sales promotions Concerns about the increased role of sales promotions: Take away resources from advertising Decreasing brand equity REASONS FOR INCREASE OF SALES PROMOTION REASONS FOR INCREASE OF SALES PROMOTION: CONSUMER REASONS FOR INCREASE OF SALES PROMOTION: MANUFACTURER REASONS FOR INCREASE OF SALES PROMOTION: RETAILER REASONS FOR INCREASE OF SALES PROMOTION: OTHERS PROBLEM WITH SALES PROMOTION...
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This document was uploaded on 11/04/2011 for the course MKTG 443 at S.F. State.

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RoleofSalesPromotion_11 - GROWTH OF SALES PROMOTION...

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