Unformatted text preview: Suman Bas uroy , “Does Advert is ing Spending Influenc e Media Coverage of t he Advertis er?” J ournal of Mark eting 73 (November 2009), pp. 33–46; Carl Obermiller and Eric R. Spangenberg,
“On the Origin and Dis tinc tnes s of Sk eptic is m toward Advertis ing,” Mark eting Letters 11, no. 4 (2000), p. 311.
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Content Chapte r18: Adv e rtising, Public Re lations, and Sale s Prom otions Sales Prom otion
p. 553 Identify the various types of sales
promotions. Advertising rarely provides the only means to communicate with target customers. As we discussed in
Chapter 17, a natural link appears between advertising and sales promotion. Sale s p r o mo tio n s are
special incentives or excitement-building programs that encourage consumers to purchase a
particular product or service, typically used in conjunction with other advertising or personal selling
programs. Many sales promotions, like free samples or point-of-purchase (POP) displays, attempt to
build short-term sales, whereas others, like loyalty programs, contests, and sweepstakes, have
become integral components of firms' long-term customer relationship management (CRM) programs,
which they use to build customer loyalty. We present the tools used in sales promotions, along with
their advantages and disadvantages, in Exhibit 18.6 and discuss them n...
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