第10章场营销沟通与促销策略.ppt

* Developing the Sales-Promotion Program This CTR relates to the material on p. 468. Developing the Program Incentives. All sales promotions must recognize that a certain minimum level of incentive is needed to have any effect. Conditions of Participation. These may be both legally mandated in some areas and/or linked to specific goals. Sweepstakes may restrict some participants or be linked to other behaviors such as prior purchases or bulk buys. How to inform participants must also be considered, for example, direct mailing of coupons or placing them on the package. Length of Time. Time considerations must be weighed between too short to have much effect or penetration of the market versus too long so as to lose any sense of immediacy to act now. Budget . Sales promotion budgeting suffers from the same organizational problems faced by marketers in other areas. Percentage of sales approaches do not see promotion as a cause of sales. Objective-based budgeting often fails to consider cost effectiveness. Pretesting and Implementation Sales promotion tools benefit from pretesting their effectiveness prior to implementation. Unfortunately, pretesting is seldom done. You may challenge students to come up with suggestions about how to do a mini pretest that managers might use within the time constraints of sales promotion deadlines. Implementation requires coordinating effective lead time and sell off time resources to manage the sales promotion effectively. Evaluating the Results A key part of evaluation is determining whether the promotion affected the total demand for the product or only its timing. Consumers may be surveyed or experiments conducted to ascertain the long-term impact of the promotion. * Major Public Relations Tools This CTR relates to the material on pp. 469-471. Key tools of Public Relations include: News and Speeches. Finding or creating favorable news stories about the company or products. Giving talks at trade association meetings or s