Download Pricing Day - the Marketing Program

Trade Promotions –
Designed to gain
manufacturers’,
wholesalers’, and retailers’
support for a product
NOT FOR CONSUMERS
Types of Trade Promotions
• Promotional Allowances – a cash
payment or discounts given by
manufacturers to wholesalers or retailers
for performing activities to encourage
sales.
Types of Trade Promotions
• Cooperative Advertising – A
manufacturer supports the retailer by
helping to pay for the cost of advertising
its product locally.
Types of Trade Promotions
• Slotting Allowances – a cash premium
paid for placing a product on a retailer’s
shelves
Types of Trade Promotions
• Sales Force
Promotions –
awards given to
managers and
employees who
successfully meet
or exceed a sales
quota.
Types of Trade Promotions
• Trade Shows and Conventions
The Consumer
Electronics
Show is held
annually in
Las Vegas.
Check it out by
clicking on the
image.
Advertising
What you’ll learn . . .
• The concept and purpose of
advertising
• The different types of advertising
media
Advertising and Its Purpose
• Advertising is any paid form of
nonpersonal promotion of ideas,
goods, or services by an
identified sponsor
• Advertising is everywhere!
Types of Media
Media are the agencies, means, or
instruments used to convey advertising
messages to the public.
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Print Media
Broadcast Media
Online Advertising
Specialty Media
Print Media
Written advertising that may be
included in everything from
newspaper and magazines to direct
mail, signs and billboards. They are
among the oldest and most effective
types of advertising.
Newspaper Advertising
• Local (Salt Lake
Tribune) or National
(USA Today)
• Daily or weekly
• Shopper
– Little editorial
content
– Delivered free
Magazine Advertising
• Classified as
– Local, regional, or national
– Weeklies, monthlies, and quarterlies
– Consumer or business (trade)
A billboard gets right to the point
Transit Advertising
• Uses public transportation facilities
• Commuter trains, taxis and buses, station
posters near or in subways and in railroad,
bus, and airline terminals
Broadcast Media
• Includes radio and
television
• The average person
will spend nearly ten
years watching TV
and almost six years
listening to the radio
over a 70 year
lifetime.
Television Advertising
• Communicates with sound, action, and
color.
• Prime time is between 8 and 11 p.m.
• Is appealing to large companies with
widespread distribution.
Radio
Radio Advertising
• Radio reaches 96 % of people over 12 yrs
which makes it very effective
• Best times are “drive times” – morning and
late afternoon/early evening
Online Advertising
• Placing advertising
messages on the
Internet
• Banner ads –
created with rich
media technology
that uses the
strategy of popping
up and interrupting
the readers search
Specialty Media
• Relatively inexpensive, useful items with
an advertisers name printed on them
• Given away with no obligation attached
• Calendars, magnets, pens, pencils, memo
pads, and key chains
Other Advertising Media
• Businesses are constantly creating
innovative means of transmitting their
messages
• Sports arena billboards, ads in movie
theaters, hot air balloons and blimps,
skywriting, etc.