Marketing Management: Advertising, Sales Promotion, Publicity Etc.
Sales Promotion Promotion activities—other than advertising, publicity and personal selling—...
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Sales Promotion • Promotion activities—other than advertising, publicity and personal selling—that stimulate interest, trial, or purchase • May be targeted at channel members, final customers or users, or employees • Sales promotion spending is increasing at the expense of traditional media advertising
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Transcript of Sales Promotion Promotion activities—other than advertising, publicity and personal selling—...
Sales Promotion
• Promotion activities—other than advertising, publicity and personal selling—that stimulate interest, trial, or purchase
• May be targeted at channel members, final customers or users, or employees
• Sales promotion spending is increasing at the expense of traditional media advertising
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Different Types of Sales Promotion for Different Targets
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Computer-generated Coupon
On-Shelf Coupon
Trade Show
Outdoor Display
Erodes Brand Loyalty
Need For
Alternatives
Erodes Brand Loyalty
Customers start to
expect it
Problems With Sales Promotions
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
KeyProblems
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Sales Promotion EffectExhibit 15-5a
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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Sales Promotion EffectExhibit 15-5b
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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Sales Promotion EffectExhibit 15-5c
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