311 44 jac k ie huba a jus t caus e creat ing emot

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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. 44. Jac k ie Huba, “A Jus t Caus e Creat ing Emot ional Connec t ions wit h Cus t omers , ” 2003, http://www.inc .c om/artic les /2003/05/25537.html. 45. ht t p: / / www. c reat eapepper. c om (ac c es s ed Marc h 14, 2010); http://c aus erelatedmark eting.blogs pot.c om/2008/03/how-c hilis -us ed-c aus e-related-mark eting.html (ac c es s ed Marc h 14, 2010). 2011 McGraw-Hill Higher Education Any us e is s ubject to the Term s of Us e and Privacy Notice. McGraw-Hill Higher Education is one of the m any fine bus ines s es of The McGraw-Hill Com panies . connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 4/5 9/15/13 connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs M cGr aw- Hill Connect - Ebook 5/5 9/15/13 M cGr aw- Hill Connect - Ebook M arke ting EBook 3 /e 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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