MKTG 4100 Chapter Notes - Chapter 14: Shelf Awareness, Operant Conditioning, Profit Margin
12 Dec 2015
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Document Summary
Sales promotion: direct inducement that offers an extra value or incentive for the product to the salesforce, distributors, ultimate consumer with the primary objective of creating an immediate sale. Extra incentive: often the key element in a promotional program; can be financial, emotionally-based, value-oriented, experiential; reinforce consumers feelings about themselves as finding deals are seen as a reward for being a good shopping, increases frequency of purchases. Types of sales promotion: should appeal to both trade and consumer promotions in order to maximize effectiveness. Growth of sales promotion: historically advertising made up the bulk of the advertising budget; sales promotions have risen suddenly and powerfully in terms of importance due to many factors. Consumer sales promotion: sampling, couponing, premiums, contests, sweepstakes, refunds, rebates, bonus packs, price-offs, programs, event marketing; directed at the end purchasers, designed to encourage them to purchase the marketer"s brand or shop in specific stores. Trade advertising: publications that serve the particular industry; helps generate reseller interest.
