Sales Promotion and Public

Relations (15)

MAR 331
Sales Promotion and Public
Relations (15)
• Promotion Mix - group of marketing
instruments whose main purpose is to
induce immediate buying behavior by
strengthening the basic mix element for a
short period of time.
Sales Promotion and Public
Relations (15)
• Sales promotions - action focused
marketing events whose purpose is to have
a direct impact on the behavior of the firm’s
customers
Sales promotion and Public
Relations (15)
• SPECIALTY ADVERTISING
• REBATES
• COUPONING
• TEMPORARY PRICE REDUCTION
• BONUS PACKS
• SAMPLING
Sales Promotion and Public
Relations (15)
• PREMIUMS
• POINT OF PURCHASE MATERIALS
• TRADE ALLOWANCES
• SALES AND DEALER INCENTIVES
• TRADE SHOWS
• EXHIBITS
• DEMONSTRATIONS
Sales Promotion and Public
Relations (15)
• 25.1 % of budget on media advertising
• 49.5% of budget on trade promotion
• 25.4% of budget on consumer promotion
Sales Promotion and Public
Relations (15)
• Product
– Samples
– Bonus Product
– Premiums
Sales Promotion and Public
Relations (15)
• Price
– Coupons
– Discounts
– Price reduction
– Refunds
– Slotting Fees
– Credit terms
Sales Promotion and Public
Relations (15)
• Distribution
– Trade promotion
– Point-of-purchase materials
• Personal Selling
– Demonstrations
– Trade Shows
– Exhibitions
– Sales Force Contests
Sales Promotion and Public
Relations (15)
• Mass Publicity
– Contests
– Sweepstakes
– Special events
– Press bulletins
– Press conferences
Sales Promotion and Public
Relations (15)
• Consumer promotion
• Trade promotion