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Introduction to Marketing Communications Lecture 4

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Neil Kelley
Neil Kelley

...an introduction to sales promotion

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4…introduction to
sales promotion
direct inducement or incentive
often provide in-store promotions…
personal selling may be used to offer and deliver a discount
payment terms (i.e. interest free credit) quantity increases
value adding… something extra loyalty schemes
Lee (2002) puts forward four main reasons…
High Low New Product or Market Withhold Sales Promotion Use Sales Promotion to Stimulate Full Trial Established Product or Market Non-Loyals – Use for Switching Loyals – Use Carefully Non-Loyals – Attract for Trial Loyals – Reward for Increased Usage Involvement
sales promotion

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