1 Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 Sales Promotion Changes in the Promotion Industry Consumer and Trade Promotion Promotion that Cross the Line Promotion Strategies

2 Defining: Promotion Any incentive used by a manufacturer to induce the trade (wholesalers and retailers) and/or customers to buy a brand and to encourage the sales force to aggressively sell it.

3 Reason for the Growth of Sales Promotion Consumer behavior Pricing Market share Parity Products The Power of the Retailers

4 The Audiences Consumer Trade Sales force

5 Consumer Promotion Price Deals Coupons Refunds and Rebates Sampling Special Events Contests and Sweepstakes Premium Specialties

6 How to Use Consumer Promotions Awareness Maintain Market Presence Brand Reminder

7 Trade Promotions Points-of-Purchase Displays Retailer Kits Trade Incentives and Deals Contests Trade Shows and Exhibition

8 How to Use Trade Promotion Demand Push-Pull Strategies Attention Motivation Information

9 Scanning: Figure pg. 438 Push-and-Pull Strategies

10 Promotion that Cross the Line Sponsorships Event Marketing Interactive and Internet Promotion Licensing Loyalty Programs Co-marketing Promotions

11 Loyalty Programs a promotion to increase customer retention, such as airline frequent flyer programs

12 Four mandates of Loyalty Programs Identify your best customers Connect with those best customers. Retain the best customers, usually by rewarding them for their patronage. Cultivate new “best customers”.

13 Promotion Strategies Promotion Objectives Brand Building Promotion Integration