Management and Organizational Studies 3322F/G Lecture Notes - Lecture 8: Retail, Direct Response Television, Targeted Advertising

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: John White

Document Summary

Sales promotions: activities and incentives that bring an immediate response from customers. :incentives offered to consumers to stimulate purchases or encourage loyalty. Demands created by directing promotional activities at consumers or final users, who in turn pressure retailers to supply the product or service (pull) :incentives offered to channel members to encourage them to provide marketing & merchandising support for a particular product. Demand created by directing promotional activities at intermediaries -who in turn, promote the product to the consumers (push) Push doesn"t help your brand, balance between push and pull. Strategy- the best promotion to meet the objectives and ones that fully integrates with the brand. Free samples free distribution of a product to potential users. Contests awarding cash or merchandise prizes to consumers. Rebates predetermined amount of money returned directly to consumers by the manufacturer after the purchase has been made. Premium an additional item given free or greatly discounted, to induce purchase of the primary brand.