4.04Exemplify sales promotions. Sales promotion is… All the communications or activities used to...
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Transcript of 4.04Exemplify sales promotions. Sales promotion is… All the communications or activities used to...
![Page 1: 4.04Exemplify sales promotions. Sales promotion is… All the communications or activities used to stimulate sales other than advertising, public relations.](https://reader035.fdocuments.us/reader035/viewer/2022062407/56649c975503460f94953467/html5/thumbnails/1.jpg)
4.04 Exemplify sales promotions
![Page 2: 4.04Exemplify sales promotions. Sales promotion is… All the communications or activities used to stimulate sales other than advertising, public relations.](https://reader035.fdocuments.us/reader035/viewer/2022062407/56649c975503460f94953467/html5/thumbnails/2.jpg)
Sales promotion is…
• All the communications or activities used to stimulate sales other than advertising, public relations or personal selling communications or activities
• For example: “Try your key” contest to bring people in to look at a new car model
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A trade promotion is…
• Designed to create support from manufacturers, wholesalers, and retailers for a product • Promotional allowances • Slotting allowances • Sales force promotions • Trade shows and conventions
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A consumer promotion is…• Designed to increase sales of a
product • Coupons• Rebates • Premiums • Deals• Incentives • Product samples
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A consumer promotion is… (con’t)
• Sponsorship • Promotional tie-ins (also called
cross-promotion and cross-selling campaigns)
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A consumer promotion is… (con’t)
• Product placement • Loyalty marketing programs
(also called frequent buyer programs)
• Point-of-purchase displays• Contests, Sweepstakes, and
Games
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4.04 Exemplify sales promotionsPush or Pull
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Push or Pull Promotion Strategy• A “push” promotional strategy makes
use of a company's sales force and trade promotion activities.
• The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers.
• example offering subsidies on the cell phones to encourage retailers to sell higher volumes.
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Push or Pull Promotion Strategy• A “pull” selling strategy is one that
requires high spending on advertising and consumer promotion to build up consumer demand for a product.
• If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.
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6.05 Exemplify public relations
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Public relations is…
• Used by a business to build and maintain a positive image about a company and its products
• Positive = Increased sales
• Negative = Decreased sales
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A news release is…
• An announcement detailing newsworthy information about a company or a product
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Publicity is…
• Using media to bring newsworthy information to the public’s attention
• Advantages• Free!
• Disadvantages• Little control