【7A文】台大推廣策略12.ppt

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1、SalesPromotionSalesPromotionAnextraincentivetobuyAninducementtointermediariesTargetedtodifferentparties“Adirectinducementthatoffersanextravalueorincentivefortheproducttothesalesforce,distributors,ortheultimateconsumerwiththeprimaryobjectiveofcreatinganimmediatesale.”

2、IntentsofSalesPromotionToObtainShort-termincreaseinsalesby:MotivatingtrialuseEncouraginglargerpurchasesRepeatpurchasestobrandloyalcustomersBasicFormsofSalesPromotionConsumer-MarketSalesPromotionTradeMarketSalesPromotionBusiness-MarketSalesPromotionLong-TermAllocation

3、stoAdvertising,TradePromotionsandConsumerPromotions0%10%20%30%40%50%60%70%80%90%100%'86'87'88'89'90'91'92'93'94'95'96'97ConsumerPromotionsMediaAdvertisingTradePromotionsPercentoftotalpromotionaldollars,3-yearmovingaverage.ReasonsforIncreaseinSalesPromotionDemandforG

4、reaterAccountabilityShort-TermOrientationConsumerResponsetoPromotionsProliferationofBrandsIncreasedPowerofRetailersMediaClutterSalesPromotionVehiclesConsumer-OrientedSamplesCouponsPremiumsContests/sweepstakesRefunds/rebatesBonuspacksPrice-offsEventsponsorshipTrade-Or

5、ientedContests,dealerincentivesTradeallowancesPoint-of-purchasedisplaysTradingprogramsTradeshowsCooperativeadvertisingObjectivesforConsumer-orientedSalesPromotionStimulatetrialpurchaseStimulaterepeatpurchasesStimulatelargerpurchasesIntroduceanewbrandCombatordisruptco

6、mpetitors’strategiesContributetointegratedmarketingcommunicationsSampling:ProvideConsumerswithTrialOpportunityIn-storesamplingDoor-to-doorsamplingMailsamplingNewspapersamplingOn-packagesamplingMobilesamplingTrialoffersWhenShouldSamplingBeUsed?Thebrandisdemonstrablysu

7、periorProductconceptisdifficulttocommunicatebyadvertisingaloneBenefitscanbegaugedimmediatelyTheproductsareofrelativelylowunitvalueTheproductsaredivisibleThepurchasecycleisrelativelyshortOtherMagazinesIn/OnPackDirectMailNewspaperCoopNewspaperROPFreestandingCouponDistr

8、ibutionSalesPromotionTechniques,LikeCouponing,AreDesignedtoHaveaShort-TermEffectonSalesPrice-OffDeals–OffersConsumers¢or$offMerchan