MARKETING COMMUNICATIONS （MAN2094）教学：Sales promotion.pdfVIP

Sales Promotion Surrey Business School www.surrey.ac.uk/sbs Sales Promotion “A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.” An extra A tool to incentive to buy speed up sales Targeted to different parties www.sur rey.ac.uk/sbs Sales Promotion Vehicles Consumer-Oriented Trade-Oriented Samples Contests, incentives Coupons Trade allowances Premiums Point-of-purchase displays Contests/sweepstakes Training programs Refunds/rebates Trade shows Bonus Packs Cooperative advertising Price-off deals Consumer-oriented promotions are generally used as part of a push channel strategy while trade- Frequency programs oriented promotions are part of a pull strategy. Event marketing www.sur rey.ac.uk/sbs Long-Term Budget Allocations 100% 90% Consumer Promotions 80% 70% 60% Media Advertising Media advertising used to 50% dominate the budget, but 40%