promotion mix

1. 08/20/09 Chapter Eleven Reported By: Mina F. Aureus

4. Promotion Mix Strategies 08/20/09 Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up ( Pull ) Consumer Demand. Pull Strategy Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels. Push Strategy Chapter 11 Promotion Mix Strategy Selected Depends on: Type of Product-Market & Product Life-Cycle Stage

5. Push Strategy Pull Strategy Promotion Distribution Retail Store Customer Promotion Chapter 13 Promotion Mix

7. Marketing Communication Mix or Promotion Mix 08/20/09 Chapter 11 Promotion Mix Public Relations Sales Promotion Personal Selling Advertising Direct Marketing

13. Steps in Personal Selling Prospect/Qualify Preapproach Approach Presentation Objections Close Follow-up

14. What is Sales Promotion ? 08/20/09 Sales Promotion is a Mass Communication Technique That Offers Short-Term Incentives to Encourage Purchase or Sales of a Product or Service. Offers Reasons to Buy Now . Chapter 11 Sales Promotion

16. Sample Coupons Cash Refunds Price Packs Premiums Advertising Specialties Trial amount of a product Savings when purchasing specified products Refund of part of the purchase price Reduced prices marked on the label or package Goods offered free or low cost as an incentive to buy a product Articles imprinted with an advertiser’s name given as gifts Some examples of sales promotions

17. Some examples of sales promotions Patronage Rewards Point-of-Purchase Contests Sweepstakes Game Cash or other rewards for the use of a certain product Displays and demonstrations that take place at the point of sale Consumers submit an entry to be judged Consumers submit their names for a drawing Presents consumers with something every time they buy

19. Major Public Relations Tools 08/20/09 News Speeches Special Events Written Materials Audiovisual Materials Corporate Identity Materials Public Service Activities Web Site Chapter 11 Public Relationship