AdCh08_mel - Consumer Sales Promotion Tactics and Design...

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ADVERTISING Principles and Effective IMC Practice 1 Consumer Sales Promotion Tactics and Design Week 8
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ADVERTISING Principles and Effective IMC Practice 1-2 Chapter Outline I. Chapter Key Points II. The Practice of Sales Promotion III. Consumer Promotions IV. Trade Promotions V. Promotions that Cross the Line VI. Promotion Strategy
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ADVERTISING Principles and Effective IMC Practice 1-3 The Practice of Sales Promotion Utilizes a variety of incentive techniques to structure sales- related programs that generate a specific , measurable action or response
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ADVERTISING Principles and Effective IMC Practice 1-4 What is Sales Promotion? Sales Promotion Is a Short-Term tactic to obtain sales. Increases The Value of a product or brand by offering an Extra Incentive to purchase Offers an extra incentive for consumers, sales reps, and trade members to act (Buy Now!) May be a price reduction, additional amounts of the product, cash, prizes, gifts, premiums, special events, etc.
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ADVERTISING Principles and Effective IMC Practice 1-5 Reasons for the Growth in Sales Promotion Pressure for SHORT-TERM PROFITS to increase their current sales PRICING Consumers are less loyal to brands expect constant short-term price reductions, have become more offer/deal oriented or bargain savvy. Reduces the risk of purchase Need for ACCOUNTABILITY for marketing communication efforts - Advertising tends to work in the long term rather than short term - Traditional media costs have increased where alternatives need to be considered PARITY PRODUCTS – products undifferentiated, promotions become the tiebreaker in the consumer’s decision making . MARKET SHARE - encourages people to switch products, increasing market share POWER OF THE RETAILER - dominant retailers demand incentives allowing products into their stores to offer shelf space Easy to EVALUATE in terms of their impact on sales.
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ADVERTISING Principles and Effective IMC Practice 1-6 Categories of Sales Promotions Three most common sales promotion strategies target the three audiences of promotions Consumer Trade Sales force
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ADVERTISING Principles and Effective IMC Practice 1-7 Consumer Promotions Sales promotions directed at the ultimate user Provide an incentive so that when consumers go into a store they will look for a particular brand. Primary strengths:
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AdCh08_mel - Consumer Sales Promotion Tactics and Design...

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