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A brief introduction to sales promotion...

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Page 1: Introduction to Marketing Communications Lecture 4

4 …introduction to

Page 2: Introduction to Marketing Communications Lecture 4

sales promotion

Page 3: Introduction to Marketing Communications Lecture 4

direct inducement or incentive

Page 4: Introduction to Marketing Communications Lecture 4
Page 5: Introduction to Marketing Communications Lecture 4

often provide in-store promotions…

Page 6: Introduction to Marketing Communications Lecture 4
Page 7: Introduction to Marketing Communications Lecture 4
Page 8: Introduction to Marketing Communications Lecture 4

personal selling may be used to offer and deliver a discount

Page 9: Introduction to Marketing Communications Lecture 4
Page 10: Introduction to Marketing Communications Lecture 4
Page 11: Introduction to Marketing Communications Lecture 4
Page 12: Introduction to Marketing Communications Lecture 4

payment terms (i.e. interest free credit)

quantity increases

Page 13: Introduction to Marketing Communications Lecture 4

value adding… something extra

loyalty schemes

Page 14: Introduction to Marketing Communications Lecture 4
Page 15: Introduction to Marketing Communications Lecture 4
Page 16: Introduction to Marketing Communications Lecture 4
Page 17: Introduction to Marketing Communications Lecture 4
Page 18: Introduction to Marketing Communications Lecture 4
Page 19: Introduction to Marketing Communications Lecture 4
Page 20: Introduction to Marketing Communications Lecture 4
Page 21: Introduction to Marketing Communications Lecture 4
Page 22: Introduction to Marketing Communications Lecture 4

Lee (2002) puts forward four main reasons…

Page 23: Introduction to Marketing Communications Lecture 4

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

Page 24: Introduction to Marketing Communications Lecture 4

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