Sales Promotion Growth in United States Exceeds $250 billion dollars a year Increasing percentage of promotional dollars Consumer goods companies spend more on sales promotions than advertising Sales Promotion
Objective: Bolster/complement other promotional mix elements during a specific time period Targeted toward: Sales force Wholesalers and retailers Consumers Trade Promotions Objective: Motivate for special efforts
Increase number of distributors Major Forms of Trade Promotion Trade shows Contests Display equipment and P-O-P materials
Cooperative advertising & promotions Vertical - channel members Horizontal - group of retailers Allowances Consumer Promotion Product sampling Coupons Rebates Contest & sweepstakes
Consumer Promotion Premiums Multiple purchase offers P-O-P material Product placements/tie-ins Public Relations & Publicity Public Relations: Identify, establish, and maintain
beneficial relationships between a company and its stakeholders Publicity: Means of accomplishing public relations Involves third party Free Limited control over content The Uses of Publicity
Attract publics attention Maintain public visibility Provide information Change attitudes Combat negative publicity from another source Publicity: News Release
Brief statement sent to the press or others describing: A new product Product improvement A price change Other interesting news Publicity: Press Conference Meeting called by an organization to
announce a newsworthy event to the press. Publicity: Appearances Appearances in public to promote, including: TV talk shows Book signings Radio talk shows Other events
Publicity: Web Site Product information Organization history Investor relations Customer service Scope of Public Relations Purpose Corporate
Corporate visibility visibility&& image image Product Product information information Means
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