2. Promotional Strategy Chapter 16: Sales Promotion Part 3.

3. Promotional Strategy Chapter 16: Sales Promotion Part 4: Trade Promotion

4. Trade Promotion Reasons for trade promotion.

5. Everyday Low Pricing (EDLP) vs. Hi-Low Pricing. ===========Regular price============ ===========Discount price===========

6. Everyday Low Pricing (EDLP) vs. Hi-Low Pricing. ===========Regular price============ ===========Discount price===========

7. Everyday Low Pricing (EDLP) vs. Hi-Low Pricing. ===========Regular price============ ===========Discount price===========

8. Everyday Low Pricing (EDLP) vs. Hi-Low Pricing. ===========Regular price============ ===========Discount price===========

9. Everyday Low Pricing (EDLP) vs. Hi-Low Pricing. ===========Regular price============ ===========Discount price===========

10. Everyday Low Pricing (EDLP) vs. Hi-Low Pricing. ===========Regular price============ ----------------------EDLP------------------------- ===========Discount price===========

11. Percentage of Promotions Vehicles Used by Package Goods Manufacturers 0% 25% 50% 75% 100% Money back offers/other refunds Couponing consumer directCents-off promotions Couponing in retailers' ads Couponing in store Sampling new products Sampling established products Premium offersElectronic retail promotionsSweepstakesInternet promotionsContests Prepricing on package Other

12. 43% 35% 29% 25% 24% 20% 12% 11% 8% 7% 2%Gum Candy Carbonated Beverages Adult Cold Remedies Pet Food Coffee Sanitary Protection Deodorants Liquid Detergents Ready-to-Eat Cereal Disposable Diapers Percent of sales made with coupons for various products

13. Arm & Hammer uses a promotion offer to encourage new uses of its product Source: Courtesy Church & Dwight Co., Inc.

14. Contests can be used to build brand equity

15. Samples are often distributed with local newspapers

16. Gerber developed a sweepstakes in conjunction with a loyalty program Source: Courtesy Gerber Products Company.

17. End of Part 3