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4.01 Exemplify sales promotions. Sales promotion is…. All the communications or activities used to stimulate sales other than advertising, public relations or personal selling communications or activities For example: “Try your key” contest to bring people in to look at a new car model.
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Sales promotion is… • All the communications or activities used to stimulate sales other than advertising, public relations or personal selling communications or activities • For example: “Try your key” contest to bring people in to look at a new car model
A trade promotion is… • Designed to create support from manufacturers, wholesalers, and retailers for a product • Promotional allowances • Slotting allowances • Sales force promotions • Trade shows and conventions
A consumer promotion is… • Designed to increase sales of a product • Coupons • Premiums • Deals • Incentives • Product samples
A consumer promotion is… (con’t) • Sponsorship • Promotional tie-ins (also called cross-promotion and cross-selling campaigns)
A consumer promotion is… (con’t) • Product placement • Loyalty marketing programs (also called frequent buyer programs) • Point-of-purchase displays