More on mass communication: sales promotion, events, and publicity Goals: You could distinguish useful from not-useful sales promotion plans (289-92), explain why/when to sponsor events (293-94) and explain how to use public relations techniques successfully (295-97)

13-2 ManufacturerChannel partnerCustomer Push Strategy: ManufacturerChannel partnerCustomer Communication Flow Product Flow Pull Strategy:

15-3 Sales promotion -- “buy now” tactics -- and experiences/events Consumer-directed Samples/free trials Coupons, refunds, discounts Premiums/prizes. HEB reusable bags are winners Frequent buyer rewards Experiences -- Let’s talk about American Express and their lounge at a mall in New Jersey Trade-directed Price offs Allowances Free goods Sales contests Trade shows

15-4 A “Monopoly Window”: Consumers Respond but Competitors Don't Launch of ideal promotion Consumer Response Delay Competitive Response Delay Higher payoffs Launch of easily imitated or over-complex promotion Consumer Response Delay Competitive Response Delay Time horizon Lower payoffs

Now some transparencies: sales promotion and publicity examples Coupons, good and awful And how to get “news media” coverage that’s free, if you are smart and lucky