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推广策略15-trade-promotion.ppt 18页

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Sales Promotion II: trade promotion Trade-Oriented Sales Promotion Objectives Types of Trade-Oriented Promotions Problems with Trade Allowance Forward buying Diverting Every day low pricing (EDLP) is one way to rectify trade allowance problems Display Distributed to Retailers Used to Call Customer’s Attention to Product Promotions Many product-and-brand choice decisions are made at this time $15 billion business Point-of-Purchase Materials Permanent P-O-P Point-of-Purchase Displays Permanent display for Sesame Street toys Point-of-Purchase Displays Permanent display for Kodak film Point-of-Purchase Materials Permanent P-O-P Point-of-Purchase Displays Semipermanent display Point-of-Purchase Displays Temporary display Point-of-Purchase Displays Temporary display for Michelob beer Point-of-Purchase Materials Permanent P-O-P Point-of-Purchase Displays ActMedia shelf talk in-store advertising Point-of-Purchase Displays ActMedia in-store advertising cart Types of Cooperative Advertising The “Intel Inside” campaign is an example of ingredient-sponsored cooperative advertising The Sales Promotion Trap * ? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 15 Encourage retailers to display existing brands Encourage retailers to display existing brands Obtain distribution of new products Maintain trade support for existing products Build retail inventories Maintain trade support for existing products Obtain distribution of new products ? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Objectives Trade Shows Trade Shows Contests and Incentives Contests and Incentives Trade Allowances Point-of-Purchase Displays Sales Training Programs Cooperative Advertising ? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Buying Allowances Promotional Allowances Slotting Allowances Buying Allowances Promotional Allowances Trade Allowances Point-of-Purchase Displays Sales Training Programs Slotting Allowances ? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Point-of-Purchas

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