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1 . 15.Definition Sales Promotion Sales Promotions are short-term incentives to encourage the purchase or sale of a product or service.
The use of sales promotions has been growing rapidly. business customers. and members of the sales force. retailers and wholesalers.2 .Sales Promotion Sales Promotions Can be targeted at final buyers. 15.
3 .Sales Promotion Objectives – Consumer Promotions: Increase shortterm sales Generate product trial 15.
Sales Promotion Consumer Promotion Tools Samples Cash Refunds (Rebates) Price packs (cents-off deals) Advertising Specialties Premiums Patronage Rewards Point-of-Purchase Communications Contests. Games. and Sweepstakes 15.4 .
5 .Sales Promotion Objectives – Trade Promotions: Obtaining distribution and shelf space Encouraging retailers to advertise the brand 15.
Sales Promotion Objectives – Sales Force Promotions: Signing up new accounts Stimulating sales of specific items 15.6 .
Sales Promotion Trade Promotion Tools Discounts (also called price-offs.7 . and off-invoice discounts) Allowances Advertising allowances Display allowances Free goods Push money Specialty advertising items 15. off-list.
Sales Promotion Business Promotion Tools Includes many of the same tools used in trade and consumer promotions Two additional tools: Conventions & trade shows Sales contests 15.8 .
15.Definition Public Relations: Building good relations with the company’s various publics by obtaining favorable publicity.9 . and handling or heading off unfavorable rumors. stories. and events. building up a good corporate image.
10 .Public Relations Public Relations Functions Press Relations Product Publicity Public Affairs Lobbying Investor Relations Development 15.
11 .Public Relations Role & Impact of Public Relations Advantages: Strong impact on public awareness at a lower cost than advertising Greater credibility than advertising Publicity is often underused Good public relations can be a powerful brand-building tool 15.
12 .Public Relations Public Relations Tools News Speeches Corporate Identity Materials Mobile Marketing Special Events Written Materials Audiovisual Materials Public Service Activities 15.