MKTch16

MKTch16 - Chapter 16 Sales Promotion Chapter 16 Sales...

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Unformatted text preview: Chapter 16 - Sales Promotion Chapter 16 - Sales Promotion and Advertising Strategies and Advertising Strategies Sales Promotions Consumer, Trade Objectives Market Responses Media Selection Advertising Ratings vs. Share Unique Selling Proposition Message Execution Marginal Analysis Sales Response Functions Major Types of Advertising Alternative Advertising Social Media Budget Approaches Scheduling Sales Promotion is marketer-controlled communication to stimulate immediate audience response by enhancing the value of an offering for a limited time. 14- 14- 2 Sales Promotion Sales Promotion Advertising Advertising Reason to buy Reason to buy Sales Promotion Sales Promotion Incentive to buy Incentive to buy Sales promotions impact Sales promotions impact behavior behavior , not , not attitudes . attitudes . Sales Promotion Sales Promotion Sales Sales Promotions Promotions Sales Sales Promotions Promotions Consumer Consumer Consumer Consumer Trade Trade Trade Trade 14- 14- 4 Long-Term Allocations of Long-Term Allocations of Promotions Promotions 0% 0% 10% 10% 20% 20% 30% 30% 40% 40% 50% 50% 60% 60% 70% 70% 80% 80% 90% 90% 100% 100% 96 96 97 97 98 98 99 99 00 00 01 01 02 02 03 03 04 04 05 05 06 06 07 07 Consumer Consumer Promotions Promotions Media Advertising Media Advertising Trade Trade Promotions Promotions Percent of total promotional dollars, 3-year moving average. Percent of total promotional dollars, 3-year moving average. Trade Sales Promotions Trade Sales Promotions 14- 14- 6 Consumer Sales Promotions Consumer Sales Promotions Loyalty Loyalty Programs Programs Coupons Coupons Rebate Rebate s s Contests and Contests and Sweepstakes Sweepstakes Customer Reward Customer Reward Card Card Mrs. Valued Shopper Mrs. Valued Shopper 14- 14- 7 Premiums Premiums Consumer Promotions Objectives Consumer Promotions Objectives Stimulate Inquiries Generating Product Trial Encourage Repurchase Traffic Building Increasing Rate of Purchase Objectives of Sales Promotion Objectives of Sales Promotion Type of Buyer Type of Buyer Type of Buyer Type of Buyer Desired Results Desired Results Desired Results Desired Results Sales Promotion Sales Promotion Examples Examples Sales Promotion Sales Promotion Examples Examples Loyal Customers Loyal Customers Loyal Customers Loyal Customers Reinforce behavior Reinforce behavior Increase consumption Increase consumption Change timing Change timing Reinforce behavior Reinforce behavior Increase consumption Increase consumption Change timing Change timing Loyalty marketing Loyalty marketing Bonus packs Bonus packs Loyalty marketing Loyalty marketing Bonus packs...
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This note was uploaded on 01/13/2012 for the course MKT 300 taught by Professor Eaton during the Fall '08 term at ASU.

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MKTch16 - Chapter 16 Sales Promotion Chapter 16 Sales...

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