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Unformatted text preview: ext. T hen, we examine some
ways in which integrated marketing communication (IMC) programs make use of sales promotions.
EXHIBIT 18.6 Kin d s o f Sale s Pr o mo tio n T he tools of any sales promotion can be focused on either channel members, such as wholesalers or
retailers, or end-user consumers. Just as we delineated for advertising, when sales promotions are
targeted at channel members, the marketer is employing a push strategy; when it targets consumers
themselves, it is using a pull strategy. Some sales promotion tools can be used with either a push or
pull strategy. We now consider each of the tools and how they are used. Types of Sales Promotion
Co u p o n s Co u p o n s offer a discount on the price of specific items when they're purchased.
Coupons are issued by manufacturers and retailers in newspapers, on products, on the shelf, at the
cash register, over the Internet, and through the mail. Some retailers have linked coupons directly to
their loyalty programs. Drugstore giant CVS, for instance, tracks its customers' purchases from its
Extra Care loyalty card and gives them coupons that are tailored just for them.46
connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 1/10 9/15/13 p. 554 M cGr aw- Hill Connect - Ebook CVS is making its coupons more attractive to its loyal customers by customizing their content to be in
line with their unique needs. F or instance, if a customer typically spends a small amount during each
shopping trip, the customer will receive coupons that encourage larger purchases, such as “buy one,
get one free.” Internet sites, such as MyCoupons.com, provide customers with instant coupons. F or
instance, a customer might go to a Walmart and find a Hot Wheels video game for $29.99. A scan of
the bar code on his cell phone to ShopSavvy.com might find the same item at a T arget a mile away
for $19.99. T hen he can go to to MyCoupons.com to get a coupon for $10, thus saving the customer
$20.00 in a matter of minutes.
A new breed of coupon, printed from the Internet or sent to mobile phones, is packed with information...
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This note was uploaded on 01/25/2014 for the course BADM 320 taught by Professor Staff during the Winter '08 term at University of Illinois, Urbana Champaign.
- Winter '08