Management and Organizational Studies 1021A/B Chapter Notes - Chapter 17: Sales Promotion, Cause Marketing, Earned Media

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Livia Veselka

Document Summary

Ch 17: imc: sales promotion, public relations, experiential. Sales promotion : activity that provides special incentives to bring about immediate action from consumers, distributors and an organization"s sales force. Consumer promotion : activity promoting extra brand sales by offering the consumer an incentive over and above the product"s inherent benefits. Trial purchase = when introducing a new product, marketers want customers to make a first purchase right away so that product acceptance can be secured quickly. Something as simple as a coupon distributed in the media will accomplish this goal. Repeat purchases = marketers protect loyalty by offering incentives for consumers to buy the item repeatedly. Coupons with a product that can be redeemed on the next purchase is a way of holding loyalty, as are loyalty programs where points or dollars are accumulated for future use. Multiple purchases = promotions of this nature load the consumer up.