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Lecture for Friday, Nov. 9, 2001
First part of lecture we may have to finish discussion of the Internet.
Chapter 18: Sales Promotion
Integrated Marketing Communications
Direct Marketing
- Direct Sales
- Direct response advertising
Personal Selling
Sales Promotion-_____________________
Public Relations-_____________________
Definition of Sales Promotion
"inducements that offer _____________________ for a _____________________ to_____________________ and _____________________"
Advantages
offers _____________________ solutions
_____________________ results
less _____________________
speaks to _____________________
offers variety and _____________________
Basic Forms
Consumer-oriented
_____________________
Trade-oriented
_____________________
Pull Strategies
Coupons
Price-off deals
Contests & sweepstakes
Rebates and refunds
Premiums
_____________________ vs. _____________________
Frequency programs
Product placements
Sampling & trial offers
Trade Promotion
Goals:
stimulate _____________________
manipulate _____________________
expand to _____________________
Types of Trade Promotions
Incentives
_____________________
Trade shows and exhibits
Merchandise allowances
_____________________
Trade deals
Sales training programs
Cooperative advertising
If promotions are so effective, why don't some advertisers use them?
_____________________ perceptions
consumers become _____________________
May _____________________ from future sales
people may _____________________
_____________________ some customers
High _____________________
_____________________ and other complications
ex: _____________________
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