Matakuliah
Tahun
: G0492 / English for Advertising
: 2005/2006
Sales Promotion
Changes in the Promotion Industry
Consumer and Trade Promotion
Promotion that Cross the Line
Promotion Strategies
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Defining: Promotion
Any incentive used by a manufacturer to
induce the trade (wholesalers and
retailers) and/or customers to buy a brand
and to encourage the sales force to
aggressively sell it.
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Reason for the Growth of Sales Promotion
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Consumer behavior
Pricing
Market share
Parity Products
The Power of the Retailers
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The Audiences
• Consumer
• Trade
• Sales force
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Consumer Promotion
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Price Deals
Coupons
Refunds and Rebates
Sampling
Special Events
Contests and Sweepstakes
Premium
Specialties
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How to Use Consumer Promotions
• Awareness
• Maintain Market Presence
• Brand Reminder
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Trade Promotions
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Points-of-Purchase Displays
Retailer Kits
Trade Incentives and Deals
Contests
Trade Shows and Exhibition
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How to Use Trade Promotion
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Demand Push-Pull Strategies
Attention
Motivation
Information
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Scanning: Figure 15.1. pg. 438
Push-and-Pull Strategies
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Promotion that Cross the Line
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Sponsorships
Event Marketing
Interactive and Internet Promotion
Licensing
Loyalty Programs
Co-marketing Promotions
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Loyalty Programs
a promotion to increase customer
retention, such as airline frequent flyer
programs
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Four mandates of Loyalty Programs
• Identify your best customers
• Connect with those best customers.
• Retain the best customers, usually by
rewarding them for their patronage.
• Cultivate new “best customers”.
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Promotion Strategies
• Promotion Objectives
• Brand Building
• Promotion Integration
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