Lesson 11

 The goal of any sales promotion activity is to increase sales  Sales Events: Price reductions  Contests: Prizes for customers  Coupons: In newspapers and flyers  Premiums: Buy 1 Get 1  Product Samples: Give away portions of products

 Print Media:  Newspapers, magazines, and direct mail Rates depend on readership  Broadcast Media:  Television and radio Rates depend on time of day, length, audience

 Online Media:  Any portel that appears on the Internet , banner, or pop-up ad  Specialty Media:  Pads of paper, pens, t-shirts, etc.

 Need to be large enough for people to see  Message kept short and simple

 A product that is placed either at or below cost  Encourages customers to come into the store

 4 things to remember: 1. Choose a product that customers buy often 2. Choose a product that is normally stocked in very limited quantities 3. Display the product at the back of the store so that customers will have to walk through the store and will be exposed to many other products that they might purchase 4. Set limits on the quantity of the product that can be purchased; for instance, limit three items or limit one with a $20 purchase

 Must have enough inventory and have a plan on how to get more if you sell out  Make arrangements before the promotion begins

 Federal Trade Commission (FTC) protects consumers from advertising that is deceptive or false 

 It is critical to assess the success or failure of the activity  Plan accordingly the next time