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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