Download Consumer Behavior: People in the Marketplace

Communication Plan
Communication and Purchase Process
Sales Promotion
• Sales promotions are sales activities
that supplement both personal
selling and marketing, coordinating
the two, and helping to make them
effective.
Forms of Sales Promotion
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Point-of-purchase advertising
Premiums
Specialty advertising
Coupons
Sampling
Deals
Forms of Sales Promotion
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Event marketing
Sweepstakes and contests
Cooperative advertising
Trade shows and exhibits
Directories and Yellow Pages
Trade Incentives
Point-of-Purchase Advertising
Displays prepared by the
manufacturer for use
where the product is sold
Premiums
An item other than the product, given to the
purchaser as an inducement to buy.
Specialty Advertising
A gift given to a customer to encourage a
purchase.
• Difference between premiums and
specialties:
– Advertising specialties are imprinted
with the advertiser’s name, logo, or
short advertising message
– Specialties are given with no
obligation on the part of the
recipient
Coupons
Coupons are the most
popular form of sales
promotion.
Sampling
• Introducing/promoting a
merchandise by distributing a
miniature or full-size trial
package of the product free
or at a reduced price.
Event Marketing
Promotion
sponsored in
connection with
some special event,
sports, music
concert, etc.
Product Licensing
•Commercial relationships with movies,
television shows, cartoon characters, etc.
Sweepstakes
and Contests
• Sweepstake: Prize
winners are determined
by chance alone
• Contest: Winners are
selected on the basis of
skill
Cooperative Advertising
National firm pays 50% of cost for most co-op
advertising; some at 100%
– Vendor Programs
– Ingredient Manufacturer Co-op
– Manufacturer to Wholesaler Co-op
Trade Shows
and Exhibits
• Are most successful for sponsors
with high brand recognition
Directories
and Yellow Pages
• Yellow Pages
• The Yellow Pages Industry
PR
• Press Release
• Video News Release
• Social Media