Unit 13.Sales Promotion
Unit 13. Sales Promotion
SalesPromotionSales promotion covers an infinite array ofactivates to create short-term sales. In recentyears, sales promotion and advertising have beenincreasingly used in an integrated effort to buildbrand loyalty and long-termsales and createanincentive to push the consumer toward an immediatepurchase (sales promotion). Despite the fact thatadvertising and sales promotion are being usedtogether in an united effort to increase profitabilityit is critical that we not blur the fact that advertisingand sales promotion are different in terms ofexecutionandobjectives
Sales Promotion ◼ Sales promotion covers an infinite array of activates to create short-term sales. In recent years, sales promotion and advertising have been increasingly used in an integrated effort to build brand loyalty and long-term sales and create an incentive to push the consumer toward an immediate purchase (sales promotion). Despite the fact that advertising and sales promotion are being used together in an united effort to increase profitability, it is critical that we not blur the fact that advertising and sales promotion are different in terms of execution and objectives
MajorFormsofSalesPromotionSalespromotion has become a routine for mostproduct manufacturers asadvertising. It isestimatedthatover95percentoffirmsmarketing consumer products use some of salespromotion each year.Seenextchart
◼ Major Forms of Sales Promotion ◼ Sales promotion has become a routine for most product manufacturers as advertising. It is estimated that over 95 percent of firms marketing consumer products use some of sales promotion each year. ◼ See next chart
MajorForms ofConsumerSalesPromotionPoint-of-purchaseDisplayofproductsonspot(POP)displaySavings whenpurchasing specifiedCouponsproductsSampleTrial amount of a productConsumers submit their namesSweepstakesfor a drawingConsumerssubmit an entrytobeContestsjudgedOrganizedexhibitionsinspecificTrade showsindustriestoshowcasenew& Exhibitionsproducts..etc
4 Sample Coupons Point-of–purchase (POP) display Sweepstakes Contests Trade shows & Exhibitions Trial amount of a product Savings when purchasing specified products Display of products on spot Consumers submit their names for a drawing Consumers submit an entry to be judged Organized exhibitions in specific industries to showcase new products.,etc. Major Forms of Consumer Sales Promotion
POINT-OF-PURCHSEADVERTISINGPoint-of-purchase(POP)displaydated totheearliest shopkeepers who probablyplaced a crudesign on some slow-moving merchandiseHowever,from its humble beginnings point-of-purchase has become one of the most prevalentand fastest-growing segments of salespromotion. POP has flourished in the self-servicemarketing environment of the past decade.Asone advertising executive pointed out,POP is thelast three feet of the marketing mix,wherecustomer,theproduct,and the dollars cometogether
◼ POINT-OF-PURCHSE ADVERTISING ◼ Point-of–purchase (POP) display dated to the earliest shopkeepers who probably placed a crude sign on some slow-moving merchandise. However, from its humble beginnings point-of– purchase has become one of the most prevalent and fastest-growing segments of sales promotion. POP has flourished in the self-service marketing environment of the past decade. As one advertising executive pointed out, POP is the last three feet of the marketing mix, where customer, the product, and the dollars come together