introduction to marketing communications lecture 4
DESCRIPTION
A brief introduction to sales promotion...TRANSCRIPT
4 …introduction to
sales promotion
direct inducement or incentive
often provide in-store promotions…
personal selling may be used to offer and deliver a discount
payment terms (i.e. interest free credit)
quantity increases
value adding… something extra
loyalty schemes
Lee (2002) puts forward four main reasons…
High
Low
New Product or Market Withhold Sales
Promotion Use Sales Promotion to
Stimulate Full Trial
Established Product or Market
Non-Loyals – Use for Switching Loyals – Use Carefully
Non-Loyals – Attract for Trial
Loyals – Reward for Increased Usage
Involvement
