Messages a push strategy achieves this aim and

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: ting channel, you need communications based on the target audience’s needs, perceptions and responses to messages • A Push strategy achieves this aim and encourages the channel member to stock and support the promoted items Balancing emotion and information Low involvement Emotional image appeals to socio/ego orientation High involvement Rational product attribute appeals. Information provision Sales Promotion Defined Sales promotion is a range of tactical marketing techniques designed within a strategic marketing framework to add value to a product or service in order to achieve specific sales and marketing objectives. Communication Links Through Sales Promotion Manufacturer Intermediary Consumer Other Manufacturers Trade Promotion Objectives • Increase stock levels • Gain more and better shelf space • New product launch • Even out fluctuating sales • Counter competition Manufacturer-Intermediary Sales Promotion Objectives Manufacturer Objectives Intermediary Retailer Promotion Objectives • Increase store traffic • Increase frequency of purchase • Increase amount of purchase • Increase store loyalty • Incre...
View Full Document

This document was uploaded on 03/02/2014.

Ask a homework question - tutors are online