1. Communication Plan

2. Communication and Purchase Process

3. Sales Promotion
Sales promotions are sales activities that supplement both personal selling and marketing, coordinating the two, and helping to make them effective.

4. Forms of Sales Promotion
Point-of-purchase advertising
Premiums
Specialty advertising
Coupons
Sampling
Deals

5. Forms of Sales Promotion (continued)
Event marketing
Sweepstakes and contests
Cooperative advertising
Trade shows and exhibits
Directories and Yellow Pages
Trade Incentives

6. Point-of-Purchase Advertising
Displays prepared by the manufacturer for use where the product is sold

7. Premiums
An item other than the product, given to the purchaser as an inducement to buy.

8. Specialty Advertising
A gift given to a customer to encourage a purchase.

9. Difference between premiums and specialties:
Advertising specialties are imprinted with the advertiser’s name, logo, or short advertising message
Specialties are given with no obligation on the part of the recipient

10. Coupons
Coupons are the most popular form of sales promotion.

11. Sampling
Introducing/promoting a merchandise by distributing a miniature or full-size trial package of the product free
or at a reduced price.

12. Event Marketing
Promotion sponsored in connection with some special event, sports, music concert, etc.

13. Product Licensing
Commercial relationships with movies, television shows, cartoon characters, etc.

14. Sweepstakes and Contests
Sweepstake: Prize winners are determined by chance alone
Contest: Winners are selected on the basis of skill

15. Cooperative Advertising
National firm pays 50% of cost for most co-op advertising; some at 100%
Vendor Programs
Ingredient Manufacturer Co-op
Manufacturer to Wholesaler Co-op

16. Trade Shows and Exhibits
Are most successful for sponsors with high brand recognition

17. Directories and Yellow Pages
The Yellow Pages Industry

18. PR
Press Release
Video News Release
Social Media