OHT 16.1 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Sales promotion

OHT 16.2 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Sales promotions defined Part of a planned integrated marketing communications strategy used mainly in a short term tactical sense but which can contribute to longer term strategic and image building objectives. Offers something over and above the normal product offering that acts to stimulate the target audience into behaving in a certain way.

OHT 16.3 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Communication links through sales promotions Figure 16.1

OHT 16.4 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Manufacturers - intermediary sales promotions objectives Figure 16.2

OHT 16.5 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Retailer – consumer sales promotion objectives Figure 16.3

OHT 16.6 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Manufacturer – consumer sales promotion objectives Figure 16.4

OHT 16.7 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Overview of sales promotion objectives Figure 16.5

OHT 16.8 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Consumer sales promotions - money based Figure 16.6

OHT 16.9 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Consumer sales promotions - product based Extra product. BIGIF (Buy 1 get 1 free ) or BOGOFF (Buy 1 get 1 for free). Samples - on pack, trial sizes, print ads, door to door, direct mail.

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Consumer sales promotion methods - gift, prize or merchandise based sales promotions Figure 16.8

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Customer loyalty schemes Frequent flyer schemes. Air miles with purchases. Accumulating points with sales for discounts off future purchases. Trading stamps. Contests and sweepstakes.

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition The 11 Ps of loyalty marketing Table 16.3 Source: Woolf, as quoted by Mitchell (1995).

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Contests and sweepstakes issues and decisions Table 16.4

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Consumer sale promotion methods - store based Point of sale displays (POS) - posters, dispensers, dump bins, flashing signs, videos, message screens. Demonstrations - food product cooking demonstrations, tasters, cosmetic preparations.

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Sale promotions methods to the retail trade Allowances and discounts - individual case bonuses, volume allowances, discount over-riders, count and recount, and free merchandise. Selling and marketing assistance - co-operative advertising, merchandising allowances. Sales force support: consumer markets - free training, sales contests, premium money.

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Managing sales promotion Figure 16.10

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Guidelines for good sales promotions practice Table 16.5 Source: Reproduced by kind permission of the Institute of Sales Promotion.