JMC 21001 Chapter Notes - Chapter 15-21: Southwest Airlines, Marketing, Costco

• School: Kent State University
• Department: Journalism and Mass Communication
• Course: JMC 21001
• Professor: All

Document Summary

Existing separately can cause long-term damage to the brand. Two types of sales promotions: consumer-oriented sales promotions: focused on end users/purchasers, trade-oriented sales promotions: focused on intermediaries/store. Trade-oriented sales promotion: dealer contests and incentives. Increase in sales promotions: trade reasons: promotion industry has matured. Now more often part of the imc strategy. 2: need to have effective partnerships with trade accounts. Promotion of brands: remember: retailers have massive power. Increase in sales promotions: consumer reasons: declining brand loyalty. Training consumer to wait: brand proliferation. Increase in sales promotions: imc reasons: short-term goals. Easier to measure than tv: competitive advantage through trade and consumer promotions. Easier than developing strong creative: growth of digital marketing. Downside/consequences: cost to bottom line: jc penny trained their consumers to only shop with coupons, consumers no longer willing to pay full price, undermine brand value. Contribute to development and reinforcement of brand identity: nonfranchise-building (non-fb) promotions. Do not communicate information about brand"s unique features or benefits.