SALES PROMOTION

Marketing communication, how it

works, barriers to communications
Introduction
 Marketing communication – function of marketing
that is charged with the task of informing the target
customer about the nature and type of firm’s
products and services, their unique benefits, uses
and features as well as price and place at which
those would be available in the market place.
 Aim – to influence the consumer behaviour in
favour of firm’s offerings, are persuasive in nature
and are commonly called as promotion
Effective communication
 Communication is complete only when the receiver
understands in same sense what the sender wished
to convey
 Dependent on congruity and compatibility among
elements of communication process
 Sender and message
 Message and media
 Media and receiver and so on
How communication works
 Communication – sharing of information between
the two parties
 Exchange could be oral, written, personal or public
using words, symbols
 Initiation of communication process – when one
party (source/sender/communicator) wishes to
communicate with another party (receiver)
 Completion of communication – receiver
understands in same sense what the sender wished
to communicate
Elements of communication
process
 Source
 Target
 Message-transmitted
 Message- received
 Goal of the message
 Medium
Elements of the communication process
Source
 Contributes to effectiveness of communication
 Credible
 More effective
 Useful to determine the credibility level of various
sources for different categories of messages
Target
 Receptive receiver – more likely to be effective
 Useful to assess target’s readiness and receptivity
 Take necessary action to ensure minimum level before
sending the message
 Should meet target’s needs
 Determination of receptivity
 Perception of source
 His own need
 Instrumentality of communication (that the act of
communication will satisfy his felt need)
Message and its goal
 Three types of message
 Information –communication of ideas and knowledge
 Feeling- communication of concerns, reactions,
pleasant or unpleasant feelings, attitudes, likes and
dislikes
 Request for action- orders or requests to do certain
things
Media
 Classification
 Verbal
 Either written or oral
 In person or distance situation (letters and telephones)
 Non-verbal
 Includes variety of behaviour that can’t be enumerated
 More influential in attitudes and values
Communication objectives
 Ultimate goal of marketing – mutually satisfying
exchange
 Role of promotions –
 to encourage such an exchange through linking
communications with the product adoption process of
buyer
 Motivating adoption of promoted product as well as
effecting the desired change in the consumer behaviour
Models
 Models to understand buying process and framing
communications
 AIDA model
 Hierarchy –of –effects model
AIDA model
 A-ATTENTION OR AWARENESS –begin by
winning attention or gaining awareness
 I- INTEREST –creating interest
 D- DESIRE – inspiring desire
 A-ACTION – precipitating action for purchase
Hierarchy-of-effects model
 Steps after gaining awareness of product that
precede buyers purchase decision
 Conviction about the product benefits
 Preference for the brand
 Liking for the brand
 Knowledge relating to the benefits and features of the
product
Basic assumption
 Handle function of persuasive communication or
promotion very deftly at every stage of buyer’s
adoption process
Relevant promotion tools based on hierarchy
model
Communication media and their characteristics
Purpose
 Written document - to analyze the situation and to
give reasoning for the recommendations which were
being made.
 Oral presentation – assimilative and emotive
requiring speaker to involve him/her with the topic
to make it impactful ; speaker is integral part of
message
 Challenge – to select right combination of facial
expressions, tome of voice, gesture, postures etc.
Audience
 Audience in oral presentation
 Interactive – means audience reaction can be read from
body language ; can adjust message accordingly
 Written communication
 Non-interactive – message is written to send across;
but sender may have no immediate interaction with
receiver
Medium
 Frozen in case of written communication
 Fluid in oral communication
 Non-verbal communication is very important – facial
expression, tone of voice, gestures etc help to make
spoken words clear, meaningful, convincing and
effective
Message
 Written communication
 Message can be long and complex
 Verbal communication
 Has to be short and simple
 Tailor message as it appeals to audience
Feedback
 Oral communication – instant feedback
 Can be used effectively when permanent record off
feedback is not required
 Written communication
 Delayed feedback or doesn’t exist
 Selecting media options
 No hard or fast rules
 Depends on whether you should speak or write
 Context
 Personalities of people involved
 Write when
 You or reader wants record of communication
 Donot need answer, just conveying information
 Busy receiver
 Complicated or detailed information
 Oral medium is costly
 Oral presentation
 To encourage discussion
 Need quick response
 Foster personal relationship
 Build group rapport

Choosing the best medium
Choosing the medium
 Richness of medium
 Number of different ways a message can be inferred or
reinforced
 Level of complication is directly related to richness of
chosen medium
Barriers to communication
Sales promotion in pharma
sector
Topic outline
 Advertising ,Personal selling ,Public relations and
sales promotion of pharma products
 Elaborate sales promotion methods and techniques to
target customers/consumers
 Coupons, cash rebates, premiums/gifts, free samples,
contests and sweep stakes , point-of purchase
displays, product demonstrations, tradeshows,
exhibitions, advertising specialities, advertising
allowances, contents for sales people
 Training middlemen’s sales force
Introduction
 In contrast to advertising which is a mass media
communication tool directed towards influencing
the end consumer, sales promotion deals with mass
communication directed towards informing and
influencing the channels of distribution.
 Both help in product promotion enabling the firm
to face competition
Essential feature of good promotional tool

 Advertising copy – text or body of an advertisement containing

headings, messages, advertiser’s name and address, photographs etc.
 Attractive – use pictures, headline, attractive boards to make people
listen , see or read
 Create permanent impression on the minds of people- repeated use of
brand name is helpful
 Should give useful suggestions to public- eg. Use of Vicks 500 tablet for
cold and cough
 Educate people about use of product and its benefits
 Most contain sufficient proof to convince people about quality
 Create need for product in minds of people by appealing to various
instincts of people
 Induce to buy
Visual tools
 Should be truthful and scientifically correct and
proved
 Should not give any wrong statement regarding its
contents and their percentage
 Provide full details regarding action and uses,
proprietary name, generic name, dosage form,
mode of administration, side effects, treatment of
toxic effects, precautions and contraindications
 Classification of sales promotion
 Customer promotion
 Offered to unlimited customer for a short period
 Trade promotion
 Focused on middlemen by offering them more incentives
to motivate them to stock more and push the product to
customers
 Sales trade promotion
 emphasizes on increasing and boosting up morale of
sales people
 Incentives , commissions, bonus are offered to increase
sales
Posters, Billboards and Electrical Displays

 Used as visual aids for advertisements

 Attracts immediate public attention
Window display
 One of the mediums of advertising and sales
promotion through attractive display of articles in
front window or important business centres
 Aims to attract customers and promote sales
 Principles to keep in mind
 Should reflect characters of pharmacy- fix green cross
 display seasonal items
 Show prices
 Well lit during night
 Change frequently
Advantages of window display
 acts as a silent salesman for promotion of sales
 good methods of advertising
 makes a drug store move decorative and attractive
 creates good impression on the customers
Television Radio and Other Audiovisual Media

 More effective - appeals to both the eye and ear.

 very costly method of advertising
 Radio advertising – gaining popularity
 Effective appeal due to greater reach
 Listen even when they are busy doing something else
 Handling of samples
 Integral part of pharmaceutical product promotion
but costly method of advertisement
 Reasons to prefer it
 Provides an opportunity to inform physician about new
products
 Helps to refresh memory regarding old products
 Clears doubts of physician regarding specific product
 Helps to have feedback from physicians regarding
product
 Provides opportunity to demonstrate and explain its
products
Essential criteria for promoting a brand by samples

 Sample –also known as advertising copy

accompanied by enough literature; contains
headings, messages, advertiser’s name and other
details
 Attractive – pictures, headlines, attractive boards
 Create permanent impression to ensure repeated
use of brand name
 Give useful suggestions to public
 Educate about use and benefits of products
Online advertising- purchasing variations

 Cost per impression (CPM)

 Cost per click (CPC)- also called pay per click
 Cost per action (CPA)
Cost per impression (CPM)
 Advertisers pay for exposure of message to a
specific audience
 Priced per thousand impressions
 Cost per visitor (CPV) or Cost per view in case of
Pop Ups and Unders – advertisers pay for delivery
of a targeted visitor to the advertisers website
 Cost per click (CPC)
 Advertisers pay every time a user clicks on their listing and
redirected to their website
 Do not pay for listing but for the click
 Allows advertising specialists to refine searches and gain
information about their market
 Pricing system
 Pay for right to be listed under a series of target rich words that
direct relevant traffic to their website
 Pay only when someone clicks on their listing that links directly
to their website
 Differs from CPV (cost per visitor) – in CPV each click is
paid for regardless of whether user makes it to the target site.
 Cost per action (CPA) of cost per acquisition

 Performance based advertising commonly found in affiliate

marketing sector
 Publisher takes all the risk of running the ad
 The advertiser pays only for the amount of users who
complete a transaction – a sign up or purchase
 Best type of rate to pay for banner advertisements and worst
type of rate to charge
 Cost per Lead (CPL) – advertising type identical to CPA
based on user completing a form, registering for a newsletter
or some other action the merchant feels will lead to sale
 Cost per Order (CPO) advertising – based on each time an
order is transacted
Cost per conversion
 Describes the cost of acquiring a customer
calculated as dividing total cost of an ad campaign
by number of conversions
 Conversion – refers to lead/sale/purchase
Other methods requiring one time payment

 Floating ad – moves across user’s screen or above the

content
 Expanding ad- changes size and may alter contents of
webpage
 Polite ad – large add is downloaded in small pieces to
minimize disruption of content being viewed
 Wallpaper ad – changes background of page being
viewed
 Trick banner – looks like a dialog box with buttons;
simulates an error message or an alert
 Other methods-------
 Pop-up – a new window that opens up in front of current
one, displaying an advertisement or entire webpage
 Video ad- similar to banner ad except that instead of a
static or animated image, actual video clips are displayed
 Map ad- text or graphics linked from, and appearing in or
over, a location on a electronic map such as on google
maps
 Mobile ad- an SMS text or multi-media message sent to a
cell phone
 Email advertising or email marketing – known as “opt-in
email advertising” to distinguish it from spam
 Affiliate marketing
 Invention by CDNow. Com in 1994 ; later excelled by
amazon.com at launch of affiliate program called Associate
Program in 1996 to generate low cost brand exposure and provided
a way to small websites to earn some supplemental income
 Form of online tool where advertisers place campaigns with
potentially large number of small and large publishers who are paid
media fee only when traffic to advertiser is garnered and usually
upon a specific measureable to campaign result- a sale , a form, or
a sign-up
 Usually accomplished through contracting with an affiliate
network or CPA network like Performics, Hydra Network, Motive
Interactive, Commission Junction/BeFree, LinkShare, Primeq,
Consorte Media or Azoogle.
Contextual advertising
 Many advertising networks display graphical or
text-only ads that correspond to the keywords of an
Internet search or to the content of the page on
which the ad is shown.
 Believed to have greater chance of attracting a user
as they tend to share a similar context as users
search query like “flowers” – return ad for florist
website
 Embedding keyword hyperlinks in an article
sponsored by an advertiser
Ads and malware
 Spyware or adware- Unethical class of advertising
methods
 Include external applications that alter the system
settings like browser’s homepage, spawn pop-ups,
insert ads into non-affliated pages
 May mask questionable activities by performing a
simple service
 Trojan programs – designed to be difficult to
remove or uninstall
Other promotional materials
 Direct mailing
 Prepare mailing list of physicians/chemists etc
 Regularly send letters/leaflets/folders/catalogues to inform
about details of products manufactured by firm
 A personal appeal because its addressed to a particular person
 Maintains secrecy but limited coverage
 Personal contact or detailing
 Process of sales promotion and advertisements by personal
contacts.
 To inform about new products, refresh old products, clear
doubts, get feedback , opportunity to demonstrate
Reference books
 Sales How to create, implement & integrate
campaigns that really work, 5th Edition, Roddy
Mullin
 Sales Promotion Decision Making Concepts,
Principles, and Practice , Steve Ogden-Barnes
Stella Minahan
The promotional mix
 Four different tools
 Advertising
 Publicity (PR)
 Direct marketing
 Sales promotion
The promotional mix
 Advertising – Paid for space and time in print media,
broadcast or new media like websites, interactive TV,
SMS and other paid for communications; also includes
outdoor advertising ,posters, balloons
 Publicity (PR) – information and opinion about your
products or services carried by third parties eg health and
beauty correspondents recommending anti-aging creams
 The promotional mix
 Direct marketing- personal presentations to customers
or prospects to which they respond directly through
filling in coupons , posting tip-ons, contacting call
centres , e-mails etc.
 Includes interactive TV, mobile ad, emails
 Personal selling- face-to-face is part of direct marketing
called field marketing where personal presentation of
products is made to customers/prospects/intermediaries
through shop/exhibitions/demonstrations/personal selling at
customer premises and merchandising
The promotional mix
 Sales promotion – incentives and offers that
encourage people to behave in a particular way at
particular time and place usually delivered by one
of other three tools mentioned earlier.
 Sales promotion
 Given priority by companies requiring short-term sales (field
marketing)
 It is particularly helpful when your firm is making short-term
changes to one or more parts of the whole offer and
communicating that to the customers because
 It can alter the cost to the customer -a lager (beer) brand is sold as
‘33 per cent extra free’
 Change in convenience
 The thinking process about choice of promotional media reflects
the way sales promotion should be used in creating and building
customer relationships
 Should be derived from and integrated with business and
marketing objectives
 Definition given by Institute of sales
promotion, UK
 ‘Sales promotion is a range of tactical marketing techniques designed
within a strategic framework to add value to a product or service in
order to achieve specific sales and marketing objectives.
 Value promotions- essentially give an extra benefit through extra
features like chance to win a prize, and often have a positive impact of
brand value
 Include free draws, mail-in premiums, container promotions, competitions
 Price promotions- sales promotions that cut price and offer the concept
at reduced price – favorable finance deal on buy-now pay-later basis or
coupon against present or future purchase
 Helpful in short-run but end-up lowering the price people are willing to pay
for brands
 But can put up product in the hands of the customers for them to experience
affecting behaviour positively
 Include money off coupons, pence-off flashes, buy one get one free, extra-fill
 Doubts over sales promotions
 some believe extra-fill packs (‘33 per cent extra free’) belong in the
‘value’, not the ‘price’, category.
 Its fine but they can reduce the price people are prepared to pay for the
standard size and that can come to the same thing as a price cut.
 Logic behind value promotions
 Contribute to short-term sales as well as long-term brand value
 Price promotions – a difficult case because may undermine value.
Still used due to competition
 Ex- P&G vs ULL – detergent campaigns
 Can be catastrophic – electrical retailer comet vs Norweb
 Symptoms of intense competition ; not ideal way of competing but
difficult to avoid sometimes
 Important to understand working and circumstances under which they can
be less destructive
Reasons for choosing price promotions

 People prefer price cuts to any other form of

promotion
 Used by companies in their advertising
 Jet ran a series of poster ads with the slogan ‘98 per
cent of motorists prefer cheaper petrol’. Not for us, it
was saying, all those tacky gimmicks; Jet just offers
lower prices
 In 1997, Shell and Esso were taking two very different
approaches to this – one with a value promotion, the
other with a price promotion (Case-Study – Shell)
 Points to remember
 Keep a clear distinction between price and value
promotion
 Core of sales promotion is to make an attempt to
influence behaviour here and now through value or price
promotion
 May contribute to a change in attitude but its not its primary
task
 Another definition for sales promotion is
 ‘Sales promotion is a range of price and value techniques
designed within a strategic framework to achieve specific
objectives by changing any part of the offer, normally for a
defined time period.’
Marketing tactics and strategies
 Sales promotion – seen as one of short term ,
tactical weapons available to businesses
 Difficult dilemma
 Change the offer too often , brand looses its identity
 Change too little , more flexible competitor overtakes
you
 Sales promotion as a tools cuts across all
components of brand , therefore, important to
balance strategy and tactics
 Tactics
 Using sales promotion with direct marketing – can achieve
short-term effects – campaigns can be conceived and
implemented in days and results can be seen in matter of
weeks
 Fits well with just-in-time approach to business
 Tactical approach to sales promotion – means having a
number to promotional concepts up your sleeve that can be
put into effect as and when they are called for.
 Used by large companies by issuing their sales force with a
range of promotions in concept form that can be put into effect
with particular retailers whenever the sales situation demands
 Demands imagination, speed and resourcefulness to react quickly to
competitive pressure and to seize short-term market opportunities
 Strategies
 Strategy is about what you – and only you – do best.
 Sales promotion is strategic if it enhances the firm’s
distinctive capabilities, increases its competitive
advantages and builds its long-term relationships. It is
the reverse if it undermines them, which can easily
happen in sales promotion. Benefits
 Offers to build up on previous promotions and establishes
continuity of communication
 Saving time and money, speedup response time ,
integration into other activities
 Objectives
 increasing volume;
 increasing trial;
 increasing repeat purchase;
 increasing loyalty;
 widening usage;
 creating interest;
 creating awareness;
 deflecting attention from price;
 gaining intermediary support;
 discriminating among users;
 restoring brand perceptions and deflecting attention from complaints
after operational mishandling of customer accounts;
 retaining brand perception on service failure.
 Using sales promotions
 Ask four questions:
 Who holds the key to the business problem? Is it the end-user or
the retailer? The buyer or the depot? Is it the customer?
 What are these customers like? What other things do they do
with their time? What are their motivations, interests and
desires? What is holding them back from behaving as I would
like them to behave?
 What exactly do I want them to do? Buy one product or more?
Use it more frequently or for the first time? Put it on display or
tell their friends about it?
 Who else on the chain has leverage? Some intermediary? Is it a
boss or other staff member? Is it children or friends? Who are
they with when they are making the decision that I am
Promotional mechanics
 A ‘mechanic’ in sales promotion refers to the
particular things that consumers have got to do – in
other words, a competition is a mechanic and so is
a free mail-in.
 Classified as
 Those that impact immediately at the point of purchase
 Those that give a delayed effect
Classification of promotional mechanics
Linking objectives to mechanics

The matching ranges from 0 (not well matched) to 10 (very well

matched).
Promotion suppliers
 Different promotions require different suppliers
 Promotional and design agencies
 Premium sourcing specialists
 Printers
 Point-of-purchase manufacturers
 Handling houses
 Telephone response companies
Two models of supplier
relationship
 Quotation model
 Partnership model
Quotation model
 Assumes that you know what you want and can obtain
the lowest price and best terms from a range of suppliers
by setting out your specification as an invitation to
quote
 Public sector organizations require three quotations for
every piece of work
 Belief that tenders and quotations keep suppliers on toes
 Risk in sales promotion – difficult to specify the need
without help from supplier because exactly same thing
is never used again
Partnership model
 Assumes that you will obtain the best solution by
working with a chosen supplier from the earliest
stage incorporating the supplier’s skills into
specification
 Also called partnership sourcing
 Sales promotion agencies
 Derive earnings from a combination of fees for time
spent and mark-ups on goods supplied.
 charge for creative and conceptual work on a fee basis that
reflects their time input
 o supply design, artwork, premium sourcing and a host of
other services that are needed to make promotions happen.
 work on an ad hoc or continuing basis
 involved in a broad range of marketing services.
 Account handlers (people who meet the clients ) are
heavily involved in the creative process
 able to give impartial advice on the type of sales promotion
that will most closely meet your particular needs.
Handling houses
 Handling houses originated in the need for
premium items to be warehoused, customer
applications to be received and processed, and
goods to be dispatched.
 main decision you face is one of cost and
sophistication.
Point-of-purchase manufacturers
 Point-of-purchase manufacturers enable promoters to
attract attention, communicate offers and brand
image, and increase impulse sales at the point at
which the great majority of purchase decisions are
made. The activity used to be referred to as point of
sale (POS) or point of purchase (POP)
 increasingly used to communicate brands well away
from their normal sales outlets.
 Interactive displays in shopping centres, airports or
anywhere else people gather can sell almost anything
Text messaging
 work well with the 18- to 24-year-olds who are
accustomed to text messaging.
 These are POP of a new kind. Imaginative displays
accompany them.
Specialist printers
 Provide instant-win promotion or use games or
scratch cards for promotions requiring standard
leaflet, brochure, packaging printers
Types
 Monetary Promotions
 Discounting
 Coupons
 Rebates
 Non-Monetary Promotions
 Bonus Packs- Buy One Get One Free
 Free Gifts with Purchase
 Bundling
 Sampling
 Embedded Premiums
 Competitions, Sweepstakes and Contests
Monetary promotions
 Offered in the form of in-store price cuts that aim
to both reinforce the value credentials of the
company and provide and opportunity to make a
saving
 Discounting
 offers a reduction in price for a fixed period of time and is
a core strategy in certain sectors.
 Discounting is used for a variety of reasons:
 To create headline news on the high street
 As a seasonal fixture in the promotional year
 To correct or drive sales performance
 To respond to a competitor threat
 To encourage brand switching
 To clear old or slow moving stock
 to stimulate interest from what have been termed dormant
customers—those who are marginally interested, but who have
price reservations
Limitations of discounting or sale
 Thin margins in retail , comes at a cost to brand,
margins, consumer perceptions, price expectations
 Is a problem child for retain and consumer
industries
Impact on Brand Perception and Brand Value

 while too much of any form of promotion might be

a bad thing, the continued use of monetary
promotions can be more damaging for brand equity
in comparison to nonmonetary promotions
 continued discounting can act to potentially
cheapen the brand
Reference Pricing Issues
 A mental framework that helps consumers in
conceptualizing normal or average price for the
product
 Helps to identify a good deal- facilitating the
assessment of a promotion’s value and worth
against everyday price experiences
 influenced by internal and external experiences and
stimuli: past shopping experiences, advertising, and
promotional messaging;
Sales and Margin Issues
 naturally affect average margins.
 Promotional Big Dipper: Balancing the Before,
During, and After
 purchase behavior may change not just during the
promotional phase, but also before and after.
Managing Discounting
 Why are we discounting?
 What are the drivers behind the decision, and is
discounting the best or the only option?
 What are we discounting? A specific range, line,
category, or department, or blanket discounting across
the store? A new product or an existing product?
 For new product introductions - nonmonetary promotions
may in fact be the best option as the novelty of the
product means that shoppers do not need a financial
incentive to purchase
 Managing Discounting
 How deep are we discounting?
 because the shopper to question the legitimacy of the offer,
as well as making it tough for businesses to return to normal
pricing due to the promotion/reference pricing divide
 When are we discounting? What is the competitive or
calendar trigger for the campaign? Are these logical and
appropriate or merely inheritances from the past?
 How are we discounting?
 Dollar/cents off
 Percentage off
 Was/now pricing (was $100, now only $75).
Managing Discounting
 How long are we discounting for?
 How will we end the discount?
 How are we evaluating and measuring? What are
the short-term and long-term impacts of the
discount on sales and how are sales and
profitability tracked?
Coupons
 Clip ‘n’ Save: A Family Favorite
 Redemption and Shopper Profile and Sentiment
 Coupons and New Technologies
 Social Couponing
 Beyond Redemption: Retailer Customized
Couponing
Clip ‘n’ Save: A Family Favorite
 Coupons provide an additional incentive to the
consumer to try or buy and are most commonly
monetary (discount-based) in nature
 can be used to communicate other forms of
promotional offers
 most commonly presented to shoppers in the form
of inserts or articles in newspapers, magazines, or
newsletters
Redemption and Shopper Profile and Sentiment

 in order to increase redemption rates, businesses

should consider not offering a bigger discount, but
present two mutually exclusive offers, that is,
choose $10 off your grocery bill or claim a free
bottle of wine.
 most popular with value seeking commodity
shoppers in categories like grocery and healthcare
 important not to stereotype coupon users.
Coupons and New Technologies
 online and into the mobile channel.
 use the method of engagement most relevant to the
specific customer, highlighting the need to segment
and target messages not just on the basis of income,
age, or geography, but also on mobile channel
preference
Social Couponing
 social group-based promotional discount, for
example, Groupon and Living Social
 Group-on Model
 presents followers with one major deal per day at a
discounted price.
 If a specified number of signups is secured, the
discount becomes available to all.
 The revenue from the voucher sale is shared between
Groupon and the promotion provider.
 Problems of social couponing
 may be compromised by poor planning and
inadequate forecasting.
 lead to disastrous consequences if the redemption
rates of purchased vouchers are higher than
anticipated.
 can cause fulfilment problems due to unmanageable
demand as a result of huge sales volumes
 higher staff and establishment costs are incurred,
reducing margins.
 Future sales may be impacted as consumers stockpile
Beyond Redemption: Retailer Customized
Couponing

 . Shoppers can now receive coupons and special

offers considered to be more relevant to them due
to growth in use of loyalty programs and
demographic and purchase history data
Evaluating Coupon Performance
 Decision choices
 discount level, benefit framing (dollar or percentage) timing
and duration, segmentation, and channel.
 Evaluation – focus only on one measure –redemption
rate
 consider factors including customer satisfaction,
 change in average invoice value,
 visit frequency,
 associated product sale and overall value perception,
 conducting demographic analysis on exactly who does the
redeeming.
Rebates
 Buy Now, Save Later
 Conditional Love
 Nonredemption: Slippage
 Manufacturer Rebates
 Legal Complexities
Nonmonetary Sales Promotions
More Types
 Off-the-shelf offers
 Joint promotions
 Price Promotions
 Premium Promotions
 Prize Promotions
Monetary or Nonmonetary: Which Is Best?