Download learning objectives

Chapter Objectives
LEARNING OBJECTIVES
LO1 Describe advertising and the objectives of
advertising
LO2 Summarize the regulatory and ethical issues
of concern to advertisers
LO3 Explain how sales promotions supplement a
firm’s IMC strategy
LO4 Describe personal selling and how it adds
value
LO5 Identify the steps in the personal selling
process
15-1
LO3
Sales Promotions


Can be targeted at
either the end user
consumers or channel
members
Can be used in either
push or pull strategies
15-2
LO3
Types of Consumer Sales Promotion
15-3
LO3
Types of Consumer Sales Promotion
(continued)
15-4
LO3
Sales Promotion
What form of sales
promotion does this ad
represent?
Do you feel it is an
effective promotion?
Courtesy Nestlé SA
15-5
LO3
Using Sales Promotion Tools
Point-of-sale promotions
Cross-promoting
15-6
LO3
Pop-up Beauty
• Short term (30 days)
store at Bloor & Yonge
• Focus on Pantene,
Cover Girl, Olay, Nice’n
Easy, Crest and Venus
brands
• Over 12,000 visitors
and 4,000 hair and
make-up consultations
The “Look Fab Studio” offered free tips
from celebrity make-up artist Paul Venoit.
15-7
LO3
Types of Trade Sales Promotion
• Discounts and Allowances
• Co-operative Advertising
• Salesforce Training
15-8
LO3
Evaluating Sales Promotions
using Marketing Metrics
Realized margin
Cost of additional inventory
Potential increase in sales
Long-term impact
Potential loss from switches from more profitable items
Additional sales by customers
15-9