retail promotion mix advertising sales promotion publicity personal selling
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Retail Promotion MixRetail Promotion Mix
AdvertisingSalesPromotion
Publicity PersonalSelling
The Retail Promotion Mix
The Retail Promotion Mix
Advertising:Is paid, nonpersonal communication through various media to inform or persuade members of a particular audience; includes communication of products, services, institutions, and ideas.
Advertising:Is paid, nonpersonal communication through various media to inform or persuade members of a particular audience; includes communication of products, services, institutions, and ideas.
The Retail Promotion Mix
The Retail Promotion Mix
Sales promotion:Involves the use of media and nonmedia marketing pressure applied for a predetermined, limited period of time at the level of consumer, retailer, or wholesaler in order to stimulate trial, increase consumer demand, or improve product availability.
Sales promotion:Involves the use of media and nonmedia marketing pressure applied for a predetermined, limited period of time at the level of consumer, retailer, or wholesaler in order to stimulate trial, increase consumer demand, or improve product availability.
The Retail Promotion Mix
The Retail Promotion Mix
Publicity:Is non-paid-for communications of information about the company or product, generally in some media form.
Publicity:Is non-paid-for communications of information about the company or product, generally in some media form.
The Retail Promotion Mix
The Retail Promotion Mix
Personal selling:Involves a face-to-face interaction with the consumer with the goal of selling consumer merchandise or services.
Personal selling:Involves a face-to-face interaction with the consumer with the goal of selling consumer merchandise or services.
Sales Promotion Examples
Sales Promotion Examples
• Coupons• Price-off deals• Premiums• Contests/sweeps• Samples and
trials
• Coupons• Price-off deals• Premiums• Contests/sweeps• Samples and
trials
• Phone gift cards• Rebates• Frequency
programs• Event sponsorship
• Phone gift cards• Rebates• Frequency
programs• Event sponsorship
Objectives for Consumer-Market Sales Promotion
Objectives for Consumer-Market Sales Promotion
1. Stimulate trial purchase
2. Stimulate repeat purchases
3. Stimulate larger purchases
4. Introduce a new brand
5. Combat or disrupt competitors
1. Stimulate trial purchase
2. Stimulate repeat purchases
3. Stimulate larger purchases
4. Introduce a new brand
5. Combat or disrupt competitors
Sales Promotion!
What is sales promotion anyway?
Why do it?
Who does it?
How do you do it?
WHAT?Sales Promotion is a form of
Communication
WHAT?Sales Promotion is a form of
CommunicationThe sale of a product, fashion or otherwise,
occurs only when it meets or satisfies the customer’s
NEEDS
WANTS
DESIRES
The sale of a product, fashion or otherwise, occurs only when it meets or satisfies the customer’s
NEEDS
WANTS
DESIRES
WHY?WHY?
build customer loyalty
disseminate information
Establish or reinforce a company’s image
build customer loyalty
disseminate information
Establish or reinforce a company’s image
WHY?WHY?
The Objective of Sales Promotion is
To sell an idea, product or service
arouses the buying impulse by addressing the customer’s basic needs
giving reasons to buy
perking interest
Encouraging action
The Objective of Sales Promotion is
To sell an idea, product or service
arouses the buying impulse by addressing the customer’s basic needs
giving reasons to buy
perking interest
Encouraging action
WHO?WHO?
Retailers use sales promotion to bring traffic into their stores, and it includes advertising, sales promotion, publicity, and personal selling.
Retailers use sales promotion to bring traffic into their stores, and it includes advertising, sales promotion, publicity, and personal selling.
WHO?WHO?
Manufacturers use incentives to induce the trade and/or consumers to buy a brand and encourage sales force to aggressively sell it by creating a perception of greater brand value.
Manufacturers use incentives to induce the trade and/or consumers to buy a brand and encourage sales force to aggressively sell it by creating a perception of greater brand value.
HOW?HOW?
Targeting and research are essential FIRST!• Who are you selling to?• What do they want? • What do they care about it? • Who do they want to be?
Targeting and research are essential FIRST!• Who are you selling to?• What do they want? • What do they care about it? • Who do they want to be?
Sales Promotion vs. Advertising
Sales Promotion vs. Advertising
Short term demand vs. long term demand
Encourage brand switching vs. brand loyalty
Induce trial use vs. encourage repeat purchase
Promote price vs. promote image
Immediate results vs. long term effects
Measurable results vs. difficult to measure
Short term demand vs. long term demand
Encourage brand switching vs. brand loyalty
Induce trial use vs. encourage repeat purchase
Promote price vs. promote image
Immediate results vs. long term effects
Measurable results vs. difficult to measure
• Advertising spending as a percentage of total marketing communications expenditures has declined in recent years.
• Promotional spending, however, has steadily increased.
• Advertising spending as a percentage of total marketing communications expenditures has declined in recent years.
• Promotional spending, however, has steadily increased.
What does A.I.D.A stand for?
What does A.I.D.A stand for?
Attention – get them to notice you
Interest – make them want to know more
Desire – now they want your product
Action – they actually purchase it!
Attention – get them to notice you
Interest – make them want to know more
Desire – now they want your product
Action – they actually purchase it!