AdversPromoodOherA SPecsofIeredMrkeCommucos，hEdo_部分.docVIP

Advertising Promotion and Other Aspects of Integrated Marketing Communications，8th Edition_部分2 15 Sales Promotion and the Role of Trade Promotions 16 Sampling and Couponing 17 Premiums and Other Promotions Part 4 Sales Promotion Management Part Four includes three chapters that cover trade- and consumer-oriented sales promotions. Chapter 15 overviews sales promotions by explaining the targets of promotional efforts and the reasons underlying the rapid growth of promotions, and it outlines sales promotion?s capabilities and limitations. The chapter also examines trade-oriented promotions, describing the most widely used forms of trade promotions and discussing forward buying, diverting, and the advent of manufacturer-oriented everyday low pricing. Account-specific marketing also receives prominent treatment. The chapter concludes with a discussion of nine empirical generalizations about trade and consumer promotions. Two forms of consumer-oriented sales promotions, sampling and coupon- ing, are the subjects of Chapter 16. The various forms of sampling programs and three major sampling initiatives are discussed (targeting, innovative distribution methods, and sampling’s ROI). The second topic in Chapter 16, couponing, includes treatment of the various forms of coupons, the economic impli