Objectives of Consumer-Oriented Promotions

Objectives of Consumer-Oriented Promotions - relatively...

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Objectives of Consumer-Oriented Promotions Increase consumption of an established brand Target a specific segment Enhance IMC efforts and build brand equity Defend (maintain) current customers Obtain trial and purchase 16-1
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Targeting Specific Consumers 16-2
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Sampling The products are of relatively low unit value The product can be broken into a small piece or size that reflects the full features and benefits The purchase cycle is relatively short Sampling Works Best When 16-3
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“Free Fryday” Promotion 16-4
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Sampling Methods Door-to-door Direct mail In-store On package Events Newspaper/magazine insert Other methods Methods 16-5
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Sampling Products are of relatively low unit value, so samples don’t cost much Products are divisible and can be broken into small sizes that reflect the products features and benefits Purchase cycle is
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Unformatted text preview: relatively short so the consumer can soon purchase again Sampling Works Best When 16-6 Samples are Often Distributed With Newspapers 16-7 Armor All Uses On-Package Samples 16-8 Couponing Nearly 240 billion distributed each year in the US The oldest and most widely used sales promotion tool 85% of consumers use coupons; 21% use them regularly 16-9 Pros and Cons of Coupons Advantages Disadvantages Appeals to price sensitive consumers Can offer discounts without retailer cooperation Effective way to induce trial of products Defends market share and encourages repurchase Often used by loyal consumers who would purchase anyway Misredemption and fraud Hard to tell how many consumers will use them and when Low redemption rates and high costs 16-10...
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Objectives of Consumer-Oriented Promotions - relatively...

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