1 / 8

Chapter 16 Sales Promotion

Chapter 16 Sales Promotion. -- “a direct inducement that offers an extra value or incentive for the product to the sales force, distributors or the ultimate consumer with the primary objective of creating an immediate sale.”. Consumer Promotions & Trade Promotions.

pigg
Download Presentation

Chapter 16 Sales Promotion

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter 16 Sales Promotion -- “a direct inducement that offers an extra value or incentive for the product to the sales force, distributors or the ultimate consumer with the primary objective of creating an immediate sale.”

  2. Consumer Promotions & Trade Promotions Sales promotion can be broken into two major categories: • Consumer-oriented sales promotion • Trade-oriented sales promotion

  3. Importance of Sales Promotion

  4. Consumer-Oriented Promotions • Samples • Coupons • Premiums • Contests/sweepstakes • Refunds/rebates • Bonus packs • Price-offs • Event sponsorship

  5. Trade-Oriented Sales Promotion • Contests and dealer incentives • Trade allowances • Point-of-purchase displays • Training programs • Trade shows • Cooperative advertising

  6. Cooperative Advertising There are three types of cooperative advertising including (the first two are not trade-oriented, though): Horizontal cooperative advertising

  7. Cooperative Advertising (cont.) • Ingredient sponsored cooperative advertising -

  8. Cooperative Advertising (cont.) • Vertical cooperative advertising - the manufacturer pays for a portion of the advertising a retailer runs to promote its product and its availability in the retailer’s place of business. The limit or amount of co-op funds the manufacturer provides to the retailer is usually based on a percentage of dollar purchases made from the manufacturer (around 3~5%).

More Related