Airline Miles are a Popular Incentive

Airline Miles are a Popular Incentive - Airline Miles are a...

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Airline Miles are a Popular Incentive 16-1
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More Consumer-Oriented Promotions Contests and sweepstakes Refunds and rebates Bonus packs Price-off Deals Loyalty programs Event marketing 16-2
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Contests and Sweepstakes Sweepstakes Contest Promotion where winners are determined purely by chance Winners chosen by random selection from pool of entries or generation of a number to match those held by game entrants Consumers compete for prizes or money on the basis of skills or ability Winners determined by judging entries or ascertaining which entry is closest to predetermined criteria Cannot require proof of purchase as a condition for entry 16-3
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Problems With Contests and Sweepstakes Little consumer franchise building Focus on contest/sweepstakes, not brand Effectiveness Negative publicity Federal regulations Use by professionals or hobbyists 16-4
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Trade Oriented Promotions Maintain support for established brands Encourage display of products Build retail inventories Obtain distribution for new products Objectives 16-5
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Airline Miles are a Popular Incentive - Airline Miles are a...

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