1. Sales Promotion Promotion activities—other than advertising, publicity and personal selling— that stimulate interest, trial, or purchase May be targeted at channel members, final customers or users, or employees Sales promotion spending is increasing at the expense of traditional media advertising

2. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Different Types of Sales Promotion for Different Targets +

3. Computer-generated Coupon

4. On-Shelf Coupon

5. Trade Show

6. Outdoor Display

7. Erodes Brand Loyalty Need For Alternatives Erodes Brand Loyalty Customers start to expect it Problems With Sales Promotions © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Key Problems

8. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Sales Promotion Effect Exhibit 15-5a +

9. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Sales Promotion Effect Exhibit 15-5b +

10. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Sales Promotion Effect Exhibit 15-5c +