Trial Offers Sales promotion in which expensive items are offered on a trial basis to induce
consumers to try a brand.
Rebate Money-Back offer requiring a buyer to mail in a form requesting the money back from
Frequency Programs Sales pr
Incentives Awards for travel, gifts, or cash bonuses for reaching targeted sales levels can
induce retailers and wholesalers to give a firms brand added attention.
1. Push Money Trade incentive in which retail salespeople are offered
monetary rewards for
Techniques: Business Markets The techniques are as follows:
1. Trade Shows Events where several related products from many
manufacturers are displayed and demonstrated to members of the trade.
2. Business Gifts These gifts are given as part of building an
P-O-P for Trade and Business Buyers This promotional tool is also strategically valuable to
marketers trying to secure the cooperation of the trade and appeal to business markets.
1. P-O-P Promotions can help win precious shelf space and exposure in a ret
Advantages/Limitations of TV and Radio as advertising media
Structure of television and radio industries + Mechanics of TV and Radio Advertising
Television It reaches107 million households, 270 mil
Self-Liquidating Premium Sales promotion that requires a consumer to pay most of the cost
of the item received as a premium.
1. Advertising Specialties Sales promotion consisting of a message placed on
useful items given to consumers with no obligation.
Television Advertising Mechanics Continued
Sponsorships The advertiser (company) incurs all costs of the TV ads.
Participation The person buys space and then resells it to advertisers.
Spot Announcements - This is the 7pm 8pm time slot that is designated
Borrowing from Future Sales Since sales promotions are typically short-term tactics designed
to increase sales immediately; they essentially are taking away from future sales. A buyer may
wait until another sales promotion comes along in order to buy.