Академический Документы
Профессиональный Документы
Культура Документы
in Integrated Marketing
Communication
Presented by Kraivich K.
Student ID: 3003196
University of Canberra
Instructor: Raveena Singh
Marketing Communication Campaigns M
Agenda
- Sales Promotion Success & Failure Case Studies
- Definitions of Sales Promotion
- Types of Sales Promotion
- Sales Promotion Trends
- Major Decisions in Sales Promotion
- Evaluating Sales Promotion
- Sales Promotions as Brand Builders
- What can consumer/trade sales promotion do?
- Sales Promotion Pitfalls
- Balancing Sales Promotion and Advertising
- Conclusion
Definitions
Sales Promotion, a key ingredient in marketing campaigns,
consists of a diverse collection of incentive tools, mostly short
term, designed to stimulate quicker or greater purchase of
particular products or services by consumers or the trade
Philip Kotler
The S.C. Johnson & Son Distinguished
Professor of International Marketing at the
Kellogg School of Management,
Northwestern University
Definitions
"Marketing activities, other than personal selling, advertising,
and publicity, that stimulate consumer purchasing and dealer
effectiveness, such as displays, shows, exhibitions,
demonstrations, and various non-recurrent selling efforts not in
the ordinary routine."
The Official Definition
Proposed by The American Marketing
Association
- Sample
- Coupon
- Premium
- Contest/Sweepstake
- Refund/Rebate
- Bonus Pack
- Price-off
- Event Sponsorship
- Contest and
Dealer Incentive
- Trade Allowance
- POP Display
- Training Program
- Trade Show
- Cooperative Ad.
Conclusion
- Sales promotion is a short term solution
- Sales promotion is not a Swiss army knife
- Look very carefully into the problem before
deciding which IMC Tools to use
References
- Kotler Philip (2003), Marketing Management. 11th Edition, Pearson
Education International
- Belch E. George and Belch A. Michael (1998), Advertising and Promotion:
An Integrated Marketing Communications Perspective. 4th Edition,
McGraw-Hill
- Schultz E. Don and Robinson A William (1988), Sales Promotion
Management. NTC Business Books
- Block Brezen Tamara & Robinson A. William (1994), Sales Promotion
Handbook. 8th Edition, The Dartnell Corporation
- Schultz E. Don, Tannenbaum | Stanley, Lauterborn F. Robert (1997),
Integrated Marketing Communications. NTC Business Books