Outline Sales promotion Customer and trade promotions Promotions that cross the lines Promotion strategies Chapter 15 Sales Promotion

Chapter 15: Sales Promotion2 Changes in the promotion industry Reasons for the growth of sales promotion Categories of sales promotion Sales Promotion

Chapter 15: Sales Promotion3 Consumer promotions A guide to consumer sales promotions –Price deals –Coupons –Refunds and rebates –Sampling –Special events –Contests and sweepstakes –Premiums and specialties Consumer and Trade Promotions

Chapter 15: Sales Promotion4 How to use consumer promotions –Awareness –Trial –Maintain market presence –Brand reminder Consumer and Trade Promotions

Chapter 15: Sales Promotion5 Trade promotions A guide to trade promotions –Point-of-purchase –Retailer (dealer) kids –Trade incentives and deals –Contests –Trade shows and exhibits Consumer and Trade Promotions

Chapter 15: Sales Promotion6 How to use trade promotion –Demand: push and pull strategies –Attention –Motivation –Information Consumer and Trade Promotions

Chapter 15: Sales Promotion7 Sponsorships and event marketing –Sponsorships –Event marketing –Aerial advertising support Interactive and Internet promotions Loyalty programs Partnership programs –Licensing and Tie-ins Promotions that Cross the Lines

Chapter 15: Sales Promotion8 Promotion objectives Brand building Promotion integration Determining promotion effectiveness –Payout planning –Design and performance Promotion Strategies