Download Consumer Promotions

Unit 6
Promotion
Chapter 17 Promotional Concepts
and Strategies
Chapter 18 Visual Merchandising
and Display
Chapter 19 Advertising
Chapter 20 Print Advertisements
Chapter 17
Promotional Concepts and Strategies
• Section 17.2 Types of Promotion
Types of Promotion
Key Terms
sales
promotions
trade
promotions
consumer
promotions
coupons
premiums
incentives
promotional
tie-ins
Objectives
 Define sales promotion
 Differentiate between trade & consumer
promotions
 Explain the use of promotional tie-ins, trade
sales promotions, and loyalty marketing
programs
Marketing Essentials Chapter 17, Section 17.2
Sales Promotion
sales
promotions
All marketing
activities--other
than personal
selling,
advertising, and
public relations-that are used to
_____________
_____________
_____________
Sales promotions are _______________
that encourage customers to buy products or
services. They can be used to:
• Encourage customers to _______________
• Build _________________
• Increase purchases by _______ customers
• Reward _____________
_____________
Marketing Essentials Chapter 17, Section 17.2
Sales Promotion – Two Types
There are two main types of Sales Promotion:
 _________ Promotions
 _____________ Promotions
Marketing Essentials Chapter 17, Section 17.2
Trade Promotions
Trade promotions are sales promotion
activities designed to get support for a
product from:
•
•
•
More money is actually spent on promoting
to ________________ than to
______________!
Marketing Essentials Chapter 17, Section 17.2
Trade Promotions
We are going to discuss 5 types
of trade promotions, including:
 Promotional Allowances
 Cooperative Advertising
 Slotting Advertising
 Sales Force Promotions
 Trade Shows & Conventions
Marketing Essentials Chapter 17, Section 17.2
Trade Promotions
Promotional allowances represent ______
_________ or _________ given by ____________
to ___________ or ___________ for performing
activities to encourage sales.
Example:
Cooperative advertising happens when a
_______________ supports a ________ by
helping to pay for the cost of ________ advertising.
Marketing Essentials Chapter 17, Section 17.2
Trade Promotions
A slotting allowance is a _______ __________ paid by a
______________ to a ____________ to help cover the costs
of placing the product on the shelves.
Per product, slotting allowance can range from:
Marketing Essentials Chapter 17, Section 17.2
Trade Promotions
Sales force promotions are ________ given to dealers and
employees who successfully:
 Can be ______ bonus or prizes such as ____________ or _____.
Trade shows and conventions ____________ a particular line
of products. They provide businesses with opportunities to:
• Introduce _______ products
• Encourage ___________ sales of ___________ products
• Meet customers and partners in the ____________ chain
• Gain continued company and product ____________
Marketing Essentials Chapter 17, Section 17.2
Consumer Promotions
Consumer promotions X are sales strategies that
encourage ___________ and _________ to buy a
product or service.
Marketing Essentials Chapter 17, Section 17.2
Consumer Promotions
We are going to discuss 10 types of consumer promotions,
including:
• Coupons
• Premium
• Deals
• Incentives
• Product samples
• Sponsorships
• Promotional tie-ins
• Product placement
• Loyalty marketing programs
• Point-of-purchase displays
Marketing Essentials Chapter 17, Section 17.2
Consumer Promotions - Coupons
Coupons X are certificates that entitle customers
to cash discounts on goods or services. They help
to introduce new products, enhance sales of
existing products, and encourage retailers to stock
the advertised item.
Notes about how coupons are handled by retailers:
Marketing Essentials Chapter 17, Section 17.2
Consumer Promotions - Premiums
Premiums are __________ items given to consumers at
a __________ or for ______. They increase sales by
building product __________ and _____________ new
customers.
The fundamental concept behind premium marketing is
that people will be more __________ to buy a product
when they are offered an added-value gift in exchange for
their purchase.
Three specific types of popular consumer premiums are:



Marketing Essentials Chapter 17, Section 17.2
Consumer Promotions - Premiums
Factory packs
 Free gifts placed in _______ packages
 This type of premium is especially
popular with ______________
manufacturers.
Marketing Essentials Chapter 17, Section 17.2
Consumer Promotions - Premiums
Traffic Builders
 _____ ______ premiums given
away to consumers for visiting a ____
______ or for attending a _______
_________
 Examples:
pens, key chains, coffee mugs
Marketing Essentials Chapter 17, Section 17.2
Consumer Promotions - Premiums
Coupon Plans
 Ongoing programs offering a ________ of
premiums in exchange for _______ or _________
obtained from a product or label
Example:
Marketing Essentials Chapter 17, Section 17.2
Consumer Promotions –
Deals or Price Packs
Deals or price packs offer short-term
_______ __________ that are marked
directly on the _________ or __________.
Marketing Essentials Chapter 17, Section 17.2
Consumer Promotions - Incentives
Incentives X are ________-priced products _________
or ________ _________ through:
• Contests:
Competitions based on a demonstrated _______
• Sweepstakes:
Games of _________
• Rebates:
____________ offered if the item is purchased
during a certain ____________ __________
Marketing Essentials Chapter 17, Section 17.2
Consumer Promotions –
Product Samples
Incentives X are ________-priced products _________
or ________ _________ through:
• Contests:
Competitions based on a demonstrated _______
• Sweepstakes:
Games of _________
• Rebates:
____________ offered if the item is purchased
during a certain ____________ __________
Marketing Essentials Chapter 17, Section 17.2
Consumer Promotions –
Product Samples
A Product sample is a ______ ______ _______ of a
product sent through the mail, distributed door-to-door, or
given away at retail stores and trade shows.
Samples are especially important for ____ products.
Samples are often used with detergents, toothpaste,
shampoo, deodorant, and cologne. Also, drug
manufactures often provide samples to doctors & dentists
so they can let their patients try new products.
Marketing Essentials Chapter 17, Section 17.2
Consumer Promotions – Sponsorship
Sponsorship is an integral part of promotion. A
sponsoring company pays a _____ for the ______
_______________________ at or on a set location,
such as:
• A physical site (such as a __________)
• An event (such as a _____________)
• A group (such as a ____________)
• A person (such as a ____________)
Sponsorship is a high-profile promotional medium.
Therefore, deals must be able to withstand public and
media __________.
Marketing Essentials Chapter 17, Section 17.2
Consumer Promotions –
Promotional tie-ins
Promotional tie-ins are also known as _______________
and _____________ campaigns. These activities involve
sales promotional arrangements between one or more
retailers or manufacturers, producing mutually beneficial
results.
Example(s):
Marketing Essentials Chapter 17, Section 17.2
Consumer Promotions –
Product Placement
Product placement is a consumer promotion that involves
using a brand-name product in a ______, _________,
_________ _________, or in a _____________for another
product.
Example: Do you remember the movie “You’ve Got Mail”
Marketing Essentials Chapter 17, Section 17.2
Some of the most famous
Product Placements
Risky Business Back to the Future Demolition Man –
You've Got Mail –
Austin Powers Cast Away Men in Black II –
Consumer Promotions –
Loyalty Marketing Programs
Loyalty marketing programs, also called
_________ __________ programs, reward
customers for ___________ a company. They
offer consumers ___________ to continue to
buy their products. (There are also online
loyalty programs.)
Marketing Essentials Chapter 17, Section 17.2
Consumer Promotions –
Point-of-Purchase displays
Point-of-purchase displays are displays
designed primarily by ____________ to ____
& ________ their products. They are usually
placed in ____________ areas and promote
__________ purchases.
Marketing Essentials Chapter 17, Section 17.2