Sales Promotion and Public Relations (15) MAR 331

Sales Promotion and Public Relations (15) Promotion Mix - group of marketing instruments whose main purpose is to induce immediate buying behavior by strengthening the basic mix element for a short period of time.

Sales Promotion and Public Relations (15) Sales promotions - action focused marketing events whose purpose is to have a direct impact on the behavior of the firm’s customers

Sales promotion and Public Relations (15) SPECIALTY ADVERTISING REBATES COUPONING TEMPORARY PRICE REDUCTION BONUS PACKS SAMPLING

Sales Promotion and Public Relations (15) PREMIUMS POINT OF PURCHASE MATERIALS TRADE ALLOWANCES SALES AND DEALER INCENTIVES TRADE SHOWS EXHIBITS DEMONSTRATIONS

Sales Promotion and Public Relations (15) 25.1 % of budget on media advertising 49.5% of budget on trade promotion 25.4% of budget on consumer promotion

Sales Promotion and Public Relations (15) Product –Samples –Bonus Product –Premiums

Sales Promotion and Public Relations (15) Price –Coupons –Discounts –Price reduction –Refunds –Slotting Fees –Credit terms

Sales Promotion and Public Relations (15) Distribution –Trade promotion –Point-of-purchase materials Personal Selling –Demonstrations –Trade Shows –Exhibitions –Sales Force Contests

Sales Promotion and Public Relations (15) Mass Publicity –Contests –Sweepstakes –Special events –Press bulletins –Press conferences

Sales Promotion and Public Relations (15) Consumer promotion Trade promotion