Chapter Eleven Outline - Chapter 11 Sales Promotion and...

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Chapter 11 Sales Promotion and Point of Purchase
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Role of Sales Promotion Sales promotions use incentives to motivate action by consumers members of the trade channel business buyers Sales promotions serve different purposes than mass-media advertising does, and many companies spend more on sales
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Role of Sales Promotion, Continued Exhibit 11.1 Complementary Roles
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Role of Sales Promotion, Continued
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Consumer Sales Promotion Objectives for consumer-market sales promotions include: stimulate trial purchases stimulate repeat purchases introduce a new brand contribute to IMC effort combat or disrupt competitors’ strategies stimulate larger purchases
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Consumer Sales Promotion, Continued Exhibit 11.2 Objectives for Consumer-Market Sales Promotion
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Consumer Sales Promotion, Continued Techniques for consumer-market sales promotions include: Coupons, price-off deals, phone and gift cards, and premiums (free and self-liquidating) and advertising specialties provide obvious
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This note was uploaded on 02/29/2012 for the course ADV 300 taught by Professor Hall during the Spring '08 term at University of Illinois, Urbana Champaign.

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Chapter Eleven Outline - Chapter 11 Sales Promotion and...

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