15-1

Chapter 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

LEARNING OBJECTIVES

15-2

Sales Promotions

Can be targeted at either the end user consumers or channel members

Can be used in either push or pull strategies

LO3

15-3

Types of Consumer Sales Promotion

LO3

15-4

Types of Consumer Sales Promotion (continued)

LO3

15-5

Sales Promotion

Courtesy Nestlé SA

LO3

15-6

Using Sales Promotion Tools

Cross-promoting

Point-of-sale promotions

LO3

15-7

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.

LO3

15-8

Types of Trade Sales Promotion

• Discounts and Allowances• Co-operative Advertising• Salesforce Training

LO3

15-9

Evaluating Sales Promotions using Marketing Metrics

LO3