marketing Communications

…sales promotion tutorial

5

…introduction to…

…introduction to

we’re going to look at some examples of sales promotion and

consider their strengths and weaknesses….

…as well as identifying their main characteristics, reasons

for use (think Fill (2009) and Lee(2002)) and audiences

sales promotion was covered in last weeks lecture…

sales promotion…

High Low

New Product or MarketWithhold Sales

PromotionUse Sales Promotion to

Stimulate Full Trial

Established Product or Market

Non-Loyals – Use for SwitchingLoyals – Use Carefully

Non-Loyals – Attract for Trial

Loyals – Reward for Increased Usage

Involvement

Fill, 2006

does this framework support the examples?

sales promotion sales promotion

sales promotion

sales promotion

sales promotion

sales promotion

sales promotion

sales promotion

next week the topic is direct marketing

topics and talkers will be assigned in each tutorial – so

you must attend

short talk...

there is an added level of complexity as you need to get

out there and participate in an exchange