PPT-Sales Promotions Chapter 12

Chapter Overview Consumer promotions Directed to individuals businesses that use product Trade promotions Directed to channel members Can differentiate a brand Use varies product life cycle. assortment, price and promotion . to drive category . performance. Shelf smarts. . Retail sales trends in US. are flat. #Consumer360. Driving efficiency is critical to success . COGS. 44.1. Adv. 7.5. Chapter Objectives. After reading this chapter you should be able to. :. Understand the nature and purpose of sales promotions.. Know the factors that account for the increased investment in promotions, especially those that are trade oriented.. Chapter . 8. Effective Advertising and . Sales Promotion. 8.1. . Developing an Effective Advertising Campaign. 8.2. . Marketing Research for Advertising. 8.3. . Developing an Effective Sales Promotion Strategy. Chapter 12. Chapter Objectives. What are the two main categories of sales promotions and how do they differ?. What are the advantages and disadvantages of the various types of consumer promotions?. What are the major categories of trade promotions and how are they used?. Chapter 12. Chapter Overview. Consumer promotions. Directed to individuals/ businesses . that use product. Trade promotions. Directed to channel . members. Can . differentiate a brand. Use varies – product life cycle. Relative to opportunity considerations in applications. Ms Fiona Krautil & Dr Maree Murray, Equity . &. Diversity Strategy Centre. 2. A more inclusive workplace – why?. Through achieving a more inclusive workplace we will attract and retain the best staff, harness their rich diversity of thought, and more closely mirror both our workforce at all levels and the diverse community in which we operate. . Chapter Objectives. After reading this chapter you should be able to:. Understand the role of premiums, the types of premiums, and the developments in premium practice.. Recognize the role of price-off promotions and bonus packages.. Relative to opportunity considerations in promotions. Dr Maree Murray, Equity . &. Diversity Strategy . 2. Relative to Opportunity. and Promotions – why?. 3. Relative to Opportunity – why?. The mixture of promotional techniques used by a business to promote its products.. When making these considerations and creating a promotional mix it is important that they are all consistent with the brand, the brand image and they portray the correct message. . Panel Discussion. Introductions:. Moderator: Susan M. Jones, Inmar. Jackie Broberg, General Mills. Mary-Anne Day, P&G. Digital Promotions. Definition:. . A digital coupon is a coupon that traverses the full coupon process (set-up and communication, discovery, presentation at Point of Sale, validation, and redemption) without the requirement to manifest itself as “paper” or in other hard-copy form. . Jeff DeWalt, CPA, CGMA. ONS Chief Financial Officer. What are we talking about?. Chapter refresher. Business League not Charity. Unrelated Income. Insurance. State Taxes. Hot Topics from National. Other Item of Note. How have you been persuaded to buy products?. or informed to buy new products?. Many promotions create customer excitement and/or increase sales!. Sales Promotions. Incentives that encourage customers to buy products or services. . Represents all marketing activities used to promote sales outside of personal selling, advertising, and PR.. Increase sales. Acquire customers. Create a positive business or corporate image. Sales Promotions v. Advertising. Chapter 14. Introduction. In addition to advertising, . publicity and PR, the promotion. mix includes:. Sponsorships. Sales promotion. Direct marketing. Personal selling . Internet. Infomercials.