BUS 362 Lecture Notes - Lecture 11: Procter & Gamble, Sales Promotion, Personal Selling
27 Apr 2016
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Promotions mix: all of the options available to you to communicate. Ex. ads geared towards long island: national ads: ad covers the whole country; tells customers what to buy, global ads: ads consistent throughout different countries; ex. Proctor & gamble ads that aren"t modified, either industrial products or well-known brands ex. Coca-cola, nike: product specific ads: ad about the company"s product, institutional ads: ad about the company; don"t mention products ex. General electric: pattern advertising: taking a global ad and localize it by country; same product benefits but change who"s in the ad and the language. Sales promotion: set of activities that tries to give a reason to get a customer to buy or rebuy a product; ex. Sampling, coupons, etc: address sales promotions to, the end user customer/the buyer, could be industrial, retail, or consumer, the distribution channels/sales promotion through trade, give incentives to your own sales people.
