乔治·E·贝尔奇-广告与促销：整合营销传播视角（第8版）Chapter16a.pptVIP

Sales Promotion Sales Promotion Sales Promotion Vehicles San Diego Padres Boost Attendance Long-Term Budget Allocations Media Often Delivers a Promotion Message Sales Promotion Increases Consumer Franchise-Building Promotions Nonfranchise-Building Promotions Contests Can Build Brand Equity Nonfranchise-Building Promotions Objectives of Consumer-Oriented Promotions Sampling Sampling Methods Distributing Samples With Newspapers Armor All Uses On-Package Samples Couponing Pros and Cons of Coupons Coupons are Most Often Used With… Coupon Distribution The Most Popular Coupons are FSIs Coupon Redemption Rates Valpak Enhances Value of Coupons Types of Coupons Coupons are Available Electronically Premiums Airline Miles are a Popular Incentive More Consumer-Oriented Promotions Trade Oriented Promotions Types of Trade Oriented Promotions Coordinating Sales, Advertising, IMC Tools Problems With Sales Promotion Aspects of Consumer Promotions Budget allocation Coordination of themes Media support and timing Economic Informative Affective Chapter Sixteen Sales Promotion ? 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Relation to text This slide relates to material on pp. 509-510 of the text and provides a definition of sales promotion. Summary Overview Sales promotion is an inducement or incentive to the sales force, distributors, or ultimate customer with the primary objective of creating immediate sales. There are three important aspects of sales promotion: An extra incentive to buy, such as coupons, rebates, premium provide extra reason to buy Acceleration tools to speed up sales and shorten the purchase cycle Targeting different consumers or businesses Use of this slide This slide can be used to introduce sales promotion and its role in the overall IMC program. Attention should be given to these three important aspects of sales promotion. Relation to text This slide relates to material on p. 510 and Figure 16-1 of the text. Summary Overview Sales promotion can be bro