CHAPTER 5

OTHER ELEMENTS OF
THE MARKETING
COMMUNICATION/
PROMOTIONAL MIX
 SALES PROMOTION
O Sales promotion can contribute to the long –term
development and reinforcement of brand identify and
image; or can be designed to accelerate or promote
purchases and generate immediate sales and income
for the firm.
O Sales promotion and advertising are complementary
tools, and should not be viewed as separate activities.
O Sales promotion should never be abused or overused.
O Sales promotion as a tool in marketing gives rise to
increase in the product usage as well as expansion of
market for a product or introduction of new product.
SALES PROMOTION DEVICES:
O Sales promotional devices have two forms:
1. Directed to ultimate consumers to increase product
use and sales.
2. Directed to trade (wholesalers and retailers)
stimulating dealership and distributorship.
O Consumer Sales promotion device come in two
objectives:
1. Used during introductory stages of the product;
2. Intended to increase use of products.
 INTRODUCTORY SALES PROMOTION DEVICES FOR
CONSUMERS
O SAMPLES
 Sampling is the actual offering of a free product trail to
a consumer.

 CHARACTETISTICS:
1. A trial size of the product to be sampled is offered free
to consumers;
2. The offering of the product of the product must be free.
O Major objectives which sampling can
accompli are:
 It includes consumer trial of a new or improved
product.
 It builds a higher level of sales volume for brand
by demonstrating and providing its superiority.
 It encourages product trial even by prospects
who have become disillusioned in a product
category by repeated trial of other products that
are unsatisfactory.
 It helps gain retail distribution for a product.
DIFFERRENT TYPE OF SAMPLES
O MAIL-DELIVERED SAMPLE – suitable for
lightweight or small-size sample.
O DOOR-TO-DOOR SAMPLES – can be a ring-and-leave
method, where a sample is place at the door, doorbell is
ring and crewman departs.
O RING – AND – HAND – IN METHOD is where a
crewman hands the sample and delivers a sales message.
O IN – STORE SAMPLE is the sample dissemination
of samples by demonstrator for a trial within stores.
O ON – PACKEGE SAMPLE is attached to or inserted in
product package.
O ISOLATED GROUP SAMPLE is delivered
to identifiable and selected groups like
brides, young mothers, or housewives.
 COUPONS
O Is a certificate that, when presented for redemption at
a retail store, entitles the bearer to a stated saving on
the purchase of a specific product.
O Coupons obtain consumer trial of new improved
products.
O It also builds a higher level of sales and attracts even
the ripest prospect to a brand, who mostly become
repeat purchasers and regular users.
O It sells new and larger sizes of product new flavor or
variety and its printing, mailing and distribution
through magazines or newspapers, can be quite rapid.