15-1 Chapter Objectives LO1 Describe advertising and the objectives of advertising LO2 Summarize the regulatory and ethical issues of concern to advertisers LO3 Explain how sales promotions supplement a firm’s IMC strategy LO4 Describe personal selling and how it adds value LO5 Identify the steps in the personal selling process LEARNING OBJECTIVES

15-2 Sales Promotions Can be targeted at either the end user consumers or channel members Can be used in either push or pull strategies LO3

15-3 Types of Consumer Sales Promotion LO3

15-4 Types of Consumer Sales Promotion (continued) LO3

15-5 Sales Promotion What form of sales promotion does this ad represent? Do you feel it is an effective promotion? Courtesy Nestlé SA LO3

15-6 Using Sales Promotion Tools Cross-promoting Point-of-sale promotions LO3

15-7 Pop-up Beauty Short term (30 days) store at Bloor & Yonge Focus on Pantene, Cover Girl, Olay, Nice’n Easy, Crest and Venus brands Over 12,000 visitors and 4,000 hair and make-up consultations The “Look Fab Studio” offered free tips from celebrity make-up artist Paul Venoit. LO3

15-8 Types of Trade Sales Promotion Discounts and Allowances Co-operative Advertising Salesforce Training LO3

15-9 Evaluating Sales Promotions using Marketing Metrics Realized marginCost of additional inventoryPotential increase in salesLong-term impactPotential loss from switches from more profitable itemsAdditional sales by customers LO3